Embrace, before it is too late! Prediction of future studies on value co-creation
by Kumkum Bharti; Rajat Agrawal; Vinay Sharma
International Journal of Business Excellence (IJBEX), Vol. 14, No. 1, 2018

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.

Online publication date: Mon, 27-Nov-2017

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