Changes in customer value co-creation process due to reshaping the multi-industry value chain in automotive industry

Abstract

The concept of co-creating value for the customer in the automotive industry offers wide possibilities thanks to a branched value chain, cooperation of companies from different areas or alliances. Currently, more than ever, the customer has opportunities to participate in the co-creation of value and maximize it according to their preferences. The aim of this study is to examine current trends on the market in the automotive industry, to determine the potential for a multi-industry overlap within the value network and, based on this, to define changes in the multi-industry value chain resulting from the impact of these prevailing trends. Changes in the approach of automotive companies to product strategy and communication towards the customer should be considered so that these companies increase their competitiveness to maximize the value obtained by the customer.