Model for Evaluation of Co–creation Possibilities in the Enterprise of Knowledge – Intensive Business Services
Keywords: co–creation, knowledge intensive business services, modelling, fuzzy logic
AbstractIncreasingly growing globalisation in business creates new challenges for enterprises, for instance, stronger competition, changing structure of the branch of business, new technologies and markets emerging, etc. Changing conditions demand new solutions that could improve the way enterprises perform and create innovation generating miscellaneous value. Co–creation is a unique way for a joint creation of knowledge and innovation between the entities involved that helps take into account specific needs of clients, improves productivity, growth potential of enterprises, etc. Scientific literature emphasizes the usefulness of co-creation, but the risk that comes together with it should be noted too. It is related to uncertainty that makes the estimation of probability of future events and their importance to the enterprise problematic. Therefore, it is necessary to have an effective method to evaluate the opportunities of co–creation that may emerge between an enterprise of knowledge intensive business services (KIBS) and its clients and to see potential threats.
COMPANIES AND CUSTOMERS INTERACTIONS: CO–CREATION, CUSTOMER ENGAGEMENT AND COMPANIES’ MARKET ORIENTATION
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