Appliance of Architectural Approach to Business Process Analysis with the Usage of Value Co-Creation Methodologies

Nowadays it is quite difficult to remain successful - among the variety of goods, services, oversaturated markets each company looks for its own niche, its own circle of consumers. At the moment, the phenomenon that gaining popularity rapidly is the value co-creation. This is a concept of market relationship organization where the client is "embedded" in the production process or the provision of services. The paper examines the basic concepts related to the themes of value co-creation processes. A technological base which can be used to implement the VCC approach has been also proposed, and an example of the insurance industry has been taken as an option for applying such a solution. In the future, this topic can be developed in the direction of other business domains and other technological solutions. Moreover, the issue of lack of specialists whose competencies will potentially allow to model and build a system that would not need a human presence would become a crucial point for further research.