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assessed with SmartPLS 3.0 using standard measures of validity. Finally, the Heterotrait-Monotrait Ratio of Correlations (HTMT) was controlled as the latest validity test. Apart from research results, the paper also presents conclusions, points of some important limitations connected with the explorative character of the current research and indicates the possible future research areas.
1 Value co-creation and customer citizenship behaviour — a literature review
Recently, there has been a focus on customer behaviour in management and marketing literature
sources of inspiration for innovation. Whereas hybrid enterprises are those that consider external knowledge complementary to internal knowledge.
The literature specifies no uniform method for measuring the openness of enterprises in terms of innovation ( Bianchi et al., 2011 ; Michelino et al., 2014 ). Moreover, multiple studies in this field often present contradictory results.
The size of an enterprise, as the determinant influencing its effective use of open innovations, is considered in many studies ( Laursen and Salter, 2006 ; Keupp and Gassmann, 2009
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77. Prates, D.M. & Cintra, M.A.M., (2010), Africa and the global financial and economic crisis: Impacts, responses and opportunities, in S. Dullien, D.J. Kotte, A. Márquez & J. Priewe (Ed.), The financial and economic crisis of 2008-2009 and developing
results in a conclusion that usually, the basic division, according to Leipziger (2010) , is applied, which divides standards into the process-and performance-oriented. Performance standards are concentrated on the formulation of measures for social responsibility, while process standards also focus on defining areas, e.g., reporting or communicating with stakeholders (Kutlák and Procházková, 2017). According to the concept of CSR as a strategic decision, the management plays a fundamental role in determining responsible behaviour of an organisation and its
business management, and involve a development of smart factories that communicate in real time via the Internet of Things in an ecosystem composed of machinery, a network of factories, and people ( Kagermann et al., 2013 ). Cloud technologies and the ability to perform an intelligent analysis of large data volumes also enable the integration of value chains, both vertical — occurring inside companies — and horizontal — involving other market participants ( Jarocka and Wang, 2018 ; Saucedo-Martínez et al., 2017 ). This phenomenon has a direct impact on the changes in