Marketing współtworzenia wartości z klientem jako instrument tworzenia innowacji
Marketing of co-creating value with a customer as a tool for innovation

Summary/Abstract: The purpose of the paper is to prove that co-creating value marketing may be the effective tool for creating innovative solutions together with customers. The author has identified the main differences of co-creating value marketing and its traditional concepts on the basis of the theory of co-creating value with customers. It was the theoretical basis for the further considerations. The paper is mainly conceptual and the author used theoretical studies as the research methodology, which resulted in the proposed model solutions for the engagement of customers in the innovation processes. By individualization, selection or accumulation, customer ideas and suggestions are transformed into innovative customer alignment, social innovation or wiki innovation.

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