Title: Embrace, before it is too late! Prediction of future studies on value co-creation

Authors: Kumkum Bharti; Rajat Agrawal; Vinay Sharma

Addresses: Indian Institute of Management Kashipur, Bazpur Road, Kashipur, Uttarakhand, 244713, India ' Indian Institute of Technology Roorkee, Uttarakhand, 247667, India ' Indian Institute of Technology Roorkee, Uttarakhand, 247667, India

Abstract: Over the last decade, value co-creation emerged as a strategy for attaining sustained competitive advantage. Literature of marketing highlight that owing to a growing academic and practitioner's interest in the concept of value co-creation, there is a need to do a comprehensive assessment and synthesis of future direction for research. This article assesses this need and forecast the trends of the academic literature of value co-creation. Mixed method approach was used to construe the findings. In the first phase, selected literature of value co-creation was reviewed to find the prospective studies on value co-creation suggested by the scholars past one decade. In the next phase, seven themes for future studies on value co-creation are proposed as an outcome of the research.

Keywords: value co-creation; Delphi technique; future research directions; literature review; marketing; mixed method research.

DOI: 10.1504/IJBEX.2018.088318

International Journal of Business Excellence, 2018 Vol.14 No.1, pp.121 - 151

Received: 08 Feb 2016
Accepted: 22 Aug 2016

Published online: 27 Nov 2017 *

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