Value Co-Creation between Manufacturing Companies and Customers. The Role of Information Technology Competency

Through technology, customers have access to unlimited amounts of information about various companies on the market and their activities. Thus, clients have started to want to express their opinions, come up with new ideas, and contribute to the process of value creation. This paper examines the mediating role of information technology competency on the value co-creation between manufacturing firms and the customer. The objective of this exploratory study is to understand how customers can participate in the process of creating value, based on the fact that customers are playing two roles of value creators and consumers simultaneously.