The study examines the hypothesis that firms engaging customers in value co-creation tend to display more innovativeness. As such, it is one of the few quantitative studies on the link between these two concepts. Customer engagement in value co-creation was operationalized as a multiple scale...

The purpose of the paper was to identify approaches to value proposition in online companies and their consequences to firm performance. The paper presents a deconstructivist view on online value proposition. Based on this approach a survey of 150 Polish online firms was conducted. The research...

This research investigates the influence of brand and customer orientations on social media (SM) marketing engagement and how applications of SM in international marketing affect brand and firm performance in foreign markets. The study relies on a survey of a representative sample of 245 medium...