Today, many companies from different industry sectors view hybrid products as a chance to achieve sustainable competitive advantages. But in practice many companies see little gain in the supply of hybrid products. This article shows that in order to build a competitive advantage companies have to make sure that their hybrid products provide high value for the customer, which in return requires a process of co-creation with the customer. Additionally, we will describe that and how a dialogue-oriented marketing communication can affect a customer’s perception of value.
