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

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.
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Julie Leroy, Bernard Cova, Robert Salle. The Value Co-Creation Concept: Mixing Up Apples and Oranges? . 28th Annual Industrial Marketing and Purchasing Group Conference, IMP Group, Sep 2012, Roma, Italy. ⟨hal-01655560⟩

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