Purpose It is argued that the service-dominant (SD) view of the value co-creation concept is
mainly of a macro nature and is difficult to examine empirically. In this regard, marketing …

The present study critically explores and discusses the concept of value co-creation as
revealed and recognized in the research streams that have formed the conceptual basis for …

Purpose This study aims to provide in-depth insight into how value is co-created on different
levels of context (ie dyads, triads and networks) within a service ecosystem, and thus …

Purpose This study aims to identify and categorize the barriers and motivators to value co-
creation and to establish its theoretical link with the five axioms of value co-creation …

Abstract Service-Dominant (SD) Logic asserts that firms and customers always co-create
value. This article argues that the co-creation of value term, as used by Vargo and Lusch, is …

The purpose of this conceptual study is the identification of value co-creation drivers and
components and the emphasis of the necessity of value co-creation in today's dynamic …

Continuous advances in information technologies, such as Artificial intelligence (AI), are
opening up new and exciting opportunities for value co-creation between economic actors …

Purpose Noting that resource integration is a pivotal dimension of value co-creation in
Service-Dominant logic, this paper aims to explore how service employees engaged in co …

The starting point for this research is that value co-creation is difficult to observe empirically,
whereas actor engagement is observable and thus more likely to be designable and …

This article explores how seemingly distinct actors contribute to value creation and
evaluation in a fundamentally similar way. It shows that the division of actors into …