It results in enterprises being pressurized to implement not only the latest technologies, or IT and ICT solutions (Information Technology / Information and Communication Technologies), but also to operate based on broad cooperation networks, both in the real, and virtual domain, both with partners that are located closely and remotely as well as competitors. The IR 4.0 concept still has an irregular title and even inconsistent characteristics. The Fourth Industrial Revolution is based on the use of cyber physical systems, smart factories, and service innovations. Such conditions are due to Industry 4.0, IR 4.0, which has been developing for some time now. This is why it is worth considering the paradoxes that are key to co-creation and approaching solutions in a conscious way.Ĭontemporary organizations operate in very difficult, unprecedented conditions. Otherwise, the risk is that instead of co-creation, the result achieved will be exactly the opposite to that intended, which is co-destruction, and condemnation instead of glory. Based on the observations described in the paper, it is worth recommending that when becoming involved in co-creation, one should observe ethical standards and assumptions of CSR, and require the same from partners and other parties involved. Implications: The identification of main dilemmas, paradoxes and pathologies of co-creation signaling the role of governance and CSR in processes of the valuable use of co-creation in the age of Industry 4.0. This study identified and characterized the key 31 paradoxes and pathologies of creating competitive advantage based on co-creation in the case of 14 companies operating in the age of Industry 4.0. The empirical studies were conducted as a review of case studies of companies that use the concept of co-creation in an irregular way (paradoxical or with pathologies). This study attempts to systematize paradoxes of co-creation and the areas and industries in which the related pathologies of co-creation occur particularly often and distinctively in economic practice. Originality/value of the paper: A theoretical study based on the extensive literature review describing paradoxes, ethical and CSR problems of co-creation in organizations creating competitive advantage in the age of the Fourth Industrial Revolution and a qualitative methodology of research. Purpose: The main purpose of this paper is to identify and characterize the key paradoxes and areas of potential pathologies of creating competitive advantage based on co-creation without CSR in the case of companies operating in the age of Industry 4.0. In economic practice, unfortunately, it is not always successful. In theory, it is a very positive concept, aimed at building competitiveness, or various types of competitive advantages of companies by creating value for clients with their participation. ![]() This situation also has reached co-creation. ![]() These are examples of the lack of Corporate Social Responsibility (CSR) of these organizations. Sometimes, entities that do not fully understand the essence of the new concepts, methods, or techniques use them incorrectly or abuse them for private goals and expose themselves to criticism-sometimes even social condemnation. The use of innovative “tools” associated with that revolution not only brings new technological challenges, opportunities to build new competitive advantages, new areas of activity, and new types of business benefits but also doubts, questions, or even pathologies and paradoxes. forces companies to face specific competence-related, technological, organizational and even ethical challenges. ![]() Research problem: Revolution Industry 4.0.
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