INVOLVING CONSUMERS IN THE VALUE CREATON IN THE CONTEXT OF ICT DEVELOPMENT
ECONOMICS AND MANAGEMENT
Analyzing different types of consumers and factors, which influence the involvement in the value creation, the process of consumers' involvement is perceived as a complex system, which the company has to control, in order to get full and active participation of consumers. The aim of the workprepare a conceptual model of consumers involvement in the value creation in the context of ICT development. First of all, it seeks to reveal the conceptual essence of the value in the latest marketing
... est marketing theories. It identifies the shared value dimensions, supported by its development theoretical approaches (Dholkia et al., 2003; Prahaland & Ramaswamy, 2004) . The paper identifies and supports the dimensions of shared value for the user; reveals features of consumers' involvement into value creation. The concept of consumers' involvement is based on identifying the factors which determine the consumers' involvement into the value creation. Based on generalized theoretical provision, it is prepared a conceptual model of consumers' involvement into the value creation in the context of ICT development. The type of the article: Theoretical paper.