Business development
International business management based on value co-creation
Summary
Key Findings & Outcomes
1. Foundational Definition and Process. Key concepts and methods of value co-creation were defined, forming a robust foundation for enterprises looking to implement these strategies.
2. New Integration Model. An innovative model for integrating value co-creation into international enterprise activities was proposed, incorporating the production stages and the role of customer input.
3. Co-Creation Matrix Development. A matrix illustrating value co-creation approaches was constructed, based on Interbrand 2022’s top global brands, enabling a structured comparison of different strategies.
4. Correlation Insights. A positive correlation (0.594) was identified between the timing of value co-creation (design phase and post-purchase) and customer satisfaction, indicating the importance of involving customers at multiple stages.
5. Business Readiness and Economic Value. Evidence showed that modern enterprises are willing to engage customers in co-creation, with tangible economic benefits such as increased customer loyalty and engagement.
6. Recommendations for Philip Morris Ukraine. Specific strategies for value co-creation were developed for Philip Morris Ukraine, projected to enhance customer loyalty and contribute to long-term positive economic outcomes.
2. New Integration Model. An innovative model for integrating value co-creation into international enterprise activities was proposed, incorporating the production stages and the role of customer input.
3. Co-Creation Matrix Development. A matrix illustrating value co-creation approaches was constructed, based on Interbrand 2022’s top global brands, enabling a structured comparison of different strategies.
4. Correlation Insights. A positive correlation (0.594) was identified between the timing of value co-creation (design phase and post-purchase) and customer satisfaction, indicating the importance of involving customers at multiple stages.
5. Business Readiness and Economic Value. Evidence showed that modern enterprises are willing to engage customers in co-creation, with tangible economic benefits such as increased customer loyalty and engagement.
6. Recommendations for Philip Morris Ukraine. Specific strategies for value co-creation were developed for Philip Morris Ukraine, projected to enhance customer loyalty and contribute to long-term positive economic outcomes.
Conclusion
As individualism and self-realization continue to drive customer expectations, this research underscores the growing need for companies to offer personalized value through co-creation. The project’s findings serve as actionable guidelines for international enterprises, especially in fostering customer-centric growth and achieving sustainable competitive advantage.
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The project provides an in-depth analysis of value co-creation, a process where companies and consumers collaboratively create unique and meaningful offerings. It began with a theoretical exploration of key concepts and value co-creation methods, including how different generations approach and value this collaboration. This research extended to an analysis of Interbrand’s 2021 and 2022 "Top 100 World Brands" rankings, highlighting companies excelling in co-creation. Special attention was given to the implementation of these strategies within PJSC Philip Morris Ukraine.
Objective
This project aimed to develop comprehensive, practical recommendations for value co-creation strategies tailored to an international enterprise. The focus was to assess current trends, analyze generational preferences, and understand how top-performing global brands co-create value, with a particular application to PJSC Philip Morris Ukraine.
