Produkt czy usługa? Wpływ bezpośrednich relacji przedsiębiorstw z klientami na ofertę firmy
Product or service? Impact of direct business relationship with customers on the offer creation process

Summary/Abstract: A high level of competitive rivalry forces companies to seek new methods of satisfying customer’s needs. Due to new communication tools, direct customer relationships, reserved so far mainly for B2B market, become possible also on the B2C market. This situation enables companies to engage consumers in offer co-creation process. The result of such cooperation could be the added value resulting from the preparation of tailored offer. Cooperation with the client may relate to one or more levels of the offer preparation process: core offer, actual offer or augmented offer. Presented examples unveil that the tailored offer are mainly characterized as services aimed at customer's need and expectations and therefore they perform better than a product or services accompanying the products would do. Those examples indicate that the use of this concept in practice often is the basis of their success

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