Corporate Responsibility in the Process of Creating Customer Value in the Context of Information Asymmetry

Abstract

The article raises the issue of creating value for consumers, who are increasingly frequently invited by companies to participate in this process. Including consumers in the process of creating products, which are expected to provide them with superior satisfaction, means that both sides are responsible for the final effect. Taking into account the fact that buyers normally have limited knowledge of the manufacturing conditions of the products which are of interest to them, it can be called into question whether engaging the end-users, even if they are willing to participate and, in effect, holding them partly accountable is the right thing to do. The article is conceptual in nature and the assumptions adopted here refer to potential negative consequences of transferring a part of the responsibility to consumers. The issues discussed in the paper may become a stimulus for undertaking empirical research, which would allow for establishing the actual scale of the described phenomenon.