Types of Competition in the Market in the Context of New Value for Customers

The use of modern technology adds a new dimension to competition in the market. There is no doubt that modern information systems have become a space for multilateral communication, searching for information, performing transactions, and even co-creating value. Companies are increasingly building partnerships with the use of modern information technologies, as an opportunity for achieving tangible benefits such as cost reduction, acquisition of new customers (recipients) and building customer loyalty. The aim of this work is to introduce the possibility of customer value management using modern technology, including a presentation of the mechanisms that shape this process. This work is also an attempt to answer the question of how to capitalize on existing opportunities in the market, in the process of delivering value to customers, so as to increase their value, and thus increase the value of the company and generate benefits for shareholders. Reflections contained in the paper do not have definite characteristics and should be treated as an opinion in the discussion.