Advancing marketing approach in business through value co-creation
Project leader: Prof. Jasmina Dlačić, PhD - EFRI
Members of the project team
Prof. Dina Lončarić PhD- University of Rijeka, Faculty of tourism and
hospitality management
Prof.emer. Bruno Grbac, PhD - EFRI
Prof. Kristina Črnjar, PhD - University of Rijeka, Faculty of tourism and
hospitality management
Prof. Lidija Bagarić, PhD - University of
Rijeka, Faculty of tourism and hospitality management
Prof. Marina Perišić Prodan, PhD - University of Rijeka, Faculty of
tourism and hospitality management
Prof. Slavica Cicvarić Kostić, PhD - University of Belgrade, Faculty of
organizational sciences, Serbia
Prof. Aleksandra Selinšek, PhD - University of Maribor, Faculty of Economics and
Business, Slovenia
Prof. Milan Okanović, PhD - University of Belgrade, Faculty of organizational
sciences, Serbia
Marin Lazarić, PhD - Imperial, Rab
Toni Petrinić, PhD - Domeni, Matulji
Andrijana
Kos Kavran - Polytechnic of Međimurje in Čakovec
Ivana
Jadrić - University of Split
Summary
Nowadays, consumers
are not passive in accepting company’s offer, but they actively collaborate in
value co-creation process. Therefore, focus of market exchange has moved away
from traditional delivering value to customers through products/services
towards perception of value-in-exchange that is co-created through interaction
between different parties in exchange process. That is, value co-creation
process occurs. Acknowledging marketing approach through focusing on consumers
on business-to-business and business-to-customer market, company recognizes
consumers as active partners in value creation. As a consequence, value
co-creation between customers and company based on marketing approach improves
consumer relationships and enhances business.
Project’s goal is to
draw attention to importance of value co-creation elements and to stress the
importance of building relationship between consumers and companies as this
positively contributes to value co-creation process. Value co-creation process
alters market conditions, and applying marketing approach helps company to
appreciate new market interactions and changes on the market. This contributes
to consumer understanding and helps to improve company business. Project’s goals will be accomplished through desk and field research in
three countries. Proposed hypotheses will be tested with applying multivariate
statistical methods as well as with implementing structural equation modelling.
Contribution in scientific filed is related to emphasizing the importance of
value co-creation process, that is based on marketing approach, to
understanding of consumer behaviour and this also enhances company business.
Research will contribute to deeper understanding of theory of service-dominant
logic and value co-creation phenomenon.
Managerial contribution is seen in stressing importance of value
co-creation process for improving company business.
