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The Value Co-Creation Concept: Mixing Up Apples and Oranges?

Year: 2012

Type: conference-paper

Abstract: The value co-creation concept has opened a new area of research in BtoC and BtoB interactions. However, value co-creation theoretical frameworks and related terms are far from being defined and stabilized. In a zoom-out attempt to answer this state of play, Vargo and Lusch (2011) recently proposed the introduction of the abstract designation of actor-to-actor (A2A). Through a meta-analysis of recent literature on value co-creation this paper highlights the strong heterogeneity of units and processes taken into account. Thus, it questions the adequate level of abstraction that could be relevant for the development of the value co-creation concept and argues for a zoom-in approach. Overall, the paper contributes to the ongoing scientific controversy concerning the value co-creation concept.

Source: HAL

Authors: Leroy, Julie, Cova, Bernard, Salle, Robert

Institutions: Université de Rouen Normandie, Euromed Management, École de management de Lyon

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2917488124

FWCI: 5.232

Cites: 27

Cited by: 10

Related to: 10