The last three decades have witnessed a resurgence of research on the topic of customer
value. In search of a comprehensive integration and analysis of this research—including …

Purpose Over the past decade, the term prosumption (denoting simultaneous consumption
and production) has exhibited a dramatic increase in frequency of use in publications in the …

Moving beyond value creation in individual companies, firms have integrated customers,
partners, and stakeholders in a mutual value co-creation process. Examples are platforms …

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 …

Despite an increasing amount of research on co-creation of value, in general, research on
brand value co-creation remains limited. Particularly, how much value customers contribute …

Companies need to enhance corporate performance by stimulating the links between
stakeholder engagement, innovation, and co-creation. Previous literature lacks a systematic …

Purpose The purpose of this paper is to review the extant literature on value co-creation
using bibliometric analysis in an attempt to gauge the evolving journey of this concept since …

Considering the competitive environment of the hospitality industry in delivering superior
value to customers, customer participation in value co-creation with the service provider …

In the last two decades customer citizenship behavior (CCB) has attracted considerable
attention. This systematic review maps what we already know about CCB. The study …

This study identifies micro-level value co-creation mechanisms that support the design of
digital services. As services are now becoming digital—or at least digitally enabled—how to …