ABSTRACT A focus on the consumer has been recognized as the key to unlocking new
sources of competitive advantage. This paper looks at this new perspective in value creation …

Purpose–The purpose of this paper is to focus on how new value creation can be driven by
value innovation. It aims to study the process of value innovation within the functional foods …

Purpose The purpose of this paper is to define and describe how consumers may constitute
an integral part of small and medium enterprises'(SMEs) value co-creation process in the …

“...[We] challenge the traditional notion of value and its creation, namely, that firms create
and exchange value with customers. We believe that, increasingly, the joint efforts of the …

Consumers today have more choices of products and services than ever before, but they
seem dissatisfied. Firms invest in greater product variety but are less able to differentiate …

Most new food and beverage products fail commercially. The chance of successful
innovation can be improved by making consumers part of the innovation process. Consumer …

Purpose–Strategy & Leadership asked the originator of the concept of co‐creation of unique
value with customers to explain how it works in theory and practice. Design/methodology …

Value co-creation is an emerging innovation, marketing and business paradigm describing
how customers and users are seen as active participants in the design of personalized …

Marketing success is contingent upon the adoption of innovations, new products, services,
processes and ideas. In turn this is dependent upon consumers' acceptance and …

For more than 100 years, a company-centric, efficiency-driven view of value creation has
shaped our industrial infrastructure and the entire business system. Although this …