Since Prahalad and Ramaswamy published their seminal text, vast literature on value
cocreation has emerged. Yet value cocreation still suffers from the lack of a clear consensus …

Extant research examines numerous aspects of co-creation and offers a volume of important
insights. We seek to build a clear understanding of the resulting co-creation research …

The current Coronavirus crisis is having disastrous effects for most B2B firms around the
world. The decline in sales provokes intra-organizational and inter-organizational tension …

The “co-creation” label has proliferated over the past decade. With little consensus on what
“co-creation” is, we offer a novel, unifying perspective by anchoring its theorization in …

This research explores the interactive role of supplier, customer and technology company in
business-to-business (B2B) marketing when they develop and use industrial artificial …

The present study analyzes how the breadth and depth of search strategies affect the
dimensions of a firm's absorptive capacity: exploration, transformation and exploitation …

Purpose Coopetition is the interplay between cooperation and competition, involving
organisations sharing resources and capabilities with rival entities. Earlier work has …

Purpose–The purpose of this paper is to validate scale measurements of dialogue, access,
risk assessment and transparency (DART) constructs, as the process of value-co-creation …

Organizations increasingly rely on customer involvement in the value creation process (ie,
co‐creation) to enhance customer satisfaction and differentiate themselves from competitors …

Abstract purpose Value co-creation (VCC) recently displayed a significant increase in the
frequency of publications in business studies and social sciences. Our study objects to …