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

Author (s):: Bharti K.; Agrawal R.; Sharma V.

Journal: International Journal of Business Excellence

Month and Year: December 2017

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. Copyright © 2018 Inderscience Enterprises Ltd.

Document Type: Article

DOI: https://doi.org/10.1504/IJBEX.2018.088318