Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs

The objective of the study is to investigate the effects of enabling value co-creation with consumers on the performance of manufacturing and service SMEs in Poland. The analysis is based on a representative sample of 395 firms. Our findings indicate that enabling co-creation does induce positive operational and financial outcomes in both service providers and manufacturers, there are also significant differences in identified patterns and effect sizes. Service firms benefit from engaging in dialog with customers, while manufacturers show the positive influences of enhanced interaction and more choice options. Overall, enabling co-creation has stronger positive effects on service firms than manufacturers in terms of both operational benefits and financial outcomes measured by ROI. This empirical comparison of the effects of employing co-creation enablers by manufacturers and service providers offers original insights into value co-creation theory and supports managers in their choice of instruments for engaging customers.