PL EN


2017 | 328 | 9-17
Article title

Współtworzenie i współniszczenie wartości, czyli wady i zalety współpracy z klientem

Content
Title variants
EN
Co-creation and co-destruction of value - two sides of the cooperation with the custome
Languages of publication
PL
Abstracts
PL
Celem niniejszego artykułu jest przedstawienie koncepcji współtworzenia wartości, która w ciągu ostatnich dwóch dekad cieszy się rosnącą popularnością, jak również wskazanie na jej rzadko omawiany aspekt, jakim jest współniszczenie wartości przez konsumenta. Artykuł ma charakter teoretyczny. Przedstawiono w nim aspekty definicyjne obu wymiarów współpracy z klientem w celu generowania wartości oraz omówiono pojęcia pokrewne. Ponadto scharakteryzowano typy zachowań konsumenckich prowadzące do współniszczenia wartości, a także mechanizmy leżące u podstaw tego procesu.
EN
The objective of this paper is to present the concept of value co-creation, which has been steadily gaining popularity over the last two decades, along with its rarely explored aspect: value co-destruction. The paper is of theoretical nature and it discusses the definitions and typologies of both aspects of consumer value co-creation and co-destruction, along with the related concepts. Additionally, types of consumer behaviour leading to co-destruction of value are discussed, as well as mechanisms underlying the process.
Year
Volume
328
Pages
9-17
Physical description
Contributors
  • Uniwersytet Warszawski. Wydział Zarządzania. Katedra Marketingu
References
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Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.cejsh-81a83a9a-6fe4-4069-9f7a-2e46083a0140
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