Co-creation in the Image Development in Car Industry: Possibilities and Limits

Abstract

Purpose of the article The image, as a part of value for customer, represents a potentially important competitive advantage. A crucial problem is the way how it is developed. Value co-creation concept is an approach showing a new possible way of advantage building. Car industry is in the stage in which any new possibility of competitiveness development should be considered. This article shows how the problem of cooperation between company and its customers in developing image can be solved. Methodology/methods: Fundamental accent has been put on qualitative approaches based on the case study research. Several techniques combining primary and secondary data have been used in this context – focus group and group discussion combined with respondent’s preparation and recalling technique, deep structured interview, analysis of independent evaluation of selected product and questionnaire testing. Scientific aim: The aim of the paper is to define the key points of model of image co-creation based on the specific approaches of image, strategy and competition and to present results of qualitative research of customers and companies views of image-type problems of concrete brands. Findings: Results, which were gained in this part of the research, show that changes in the image development connected with changes of competition understanding and strategy implementation are necessary. Complex approach, which solves the development of all levels of image through co-creation, is complicated but possible. Image, built entirely by company activity, is not a sustainable concept because customers have growing share on its creation. Insufficient development of image as a part of customer value decreases any progress in evaluation of general value. Conclusions: Although an application of the co-creation concept has significant potential, there exists many theoretical and practical limits of its application to be solved. Not only basic principles should be defined, but also changes in the approach to strategic management should be considered.