Building relations between a company and consumers through cocreation: Polish and Chinese context

The paper consists of two parts, i.e. theoretical and practical. The theoretical deliberations are devoted to the explanation of supporting the process of product co-creation. The practical part of this paper reports the findings of a study concerning the interest of young people in participation in co-creation in Poland and China. The aim of the article is finding whether the Polish and Chinese Y generation client’s role understanding about the cocreation process and their feelings regarding the usefulness about the co-creation process. To gather primary data field survey method has been adopted with a structured questionnaire. The target group (population) of the survey was constituted by young people (generation Y) who, by virtue of their psycho-physical characteristics, are more prone to share their experience and engage in various activities. Percentage analysis has been applied to analysis the primary data. Based on the analysis, it can be concluded that the potential interest in the participation in co-creation is high among both groups of respondents (the Poles 56%, the Chinese 90%).