CO-CREATING VALUES WITH CUSTOMERS ORIENTED AT OTHER CUSTOMERS (Wspóltworzenie wartosci z klientami zorientowane na innych klientów)

Co-creating values performed by customers and oriented at other customers is an interesting managerial concept. Its essence is based on the premise that some customers are beneficiaries of other customer actions. The application possibilities of this concept are huge, however, the development of new skills and assets may be needed. In the paper various approaches to co-creating values are presented and a categorization of these phenomena is proposed.