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

Kumkum Bharti, Rajat Agrawal and Vinay Sharma

International Journal of Business Excellence, 2018, vol. 14, issue 1, 121-151

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.

Keywords: value co-creation; Delphi technique; future research directions; literature review; marketing; mixed method research. (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=88318 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:14:y:2018:i:1:p:121-151

Access Statistics for this article

More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().