How to Engage Civil Society? Possibilities of the Marketing Concept “Value Co-Creation” Application
DOI:
https://doi.org/10.61357/sehs.v21i1.83Keywords:
value co-creation, public administration, citizen participation, municipalities, marketing in the public sector, city managementAbstract
This article explores the application of the marketing concept of "value co-creation" to improve the performance of municipalities. It examines the potential benefits and challenges of involving citizens in the creation of public value, drawing on both theoretical frameworks and empirical findings. The research, conducted through qualitative interviews and expert group discussions with representatives from mid-sized towns, identifies key factors influencing the successful implementation of value co-creation in the public sector. The findings suggest that a shift towards a more collaborative approach can enhance citizen trust, improve project quality and foster a more participatory relationship between municipalities and their communities. The paper also discusses the importance of addressing barriers such as resource constraints, skills gaps and concerns about implementing the concept.
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