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CO-CREATION VALUE THROUGH CUSTOMERS PROACTIVE ENGAGEMENT: A CASE STUDY ON HEINEKEN (A)

10.15660/AUOFMTE.2014-3.3074

Gabriela RUSU, Silvia AVASILCAI

Volume XXIII (XIII), 2014/3

In the modern dynamic business environment, the innovation practices for co-creating value provide for companies the instruments for generating sustainable development and increased business performance. Thus, successful innovation requires engaging external stakeholders in developing new ideas and solutions for new product development which satisfy customer’s needs and create value for the company. The online environment, through special platforms for open innovation and social media are used by companies in order to engage customers in co-creation by successful interaction and continuous dialogue. In this context, the Heineken company approach regarding open innovation involves policies, strategies, new product development efforts, team management interventions and on-going interactions with external stakeholders on platforms for co-creation value.

Keyword: Co-creation, customers’ engagement, open innovation, online innovation platform

ISSN 1583-0691, CNCSIS "Clasa B+"