Servitization describes the addition of services to manufacturers' core product offerings to
create additional customer value. This study aims to identify the key themes and research …

Creating and communicating customer value is the basis of business-to-business marketing.
In recent years, our understanding of the value construct and the communication of customer …

Purpose The purpose of this paper is to investigate the potential roles for service robots (ie
socially assistive robots) in value networks of elderly care. Taking an elderly person's …

Literature on consumer engagement is growing significantly, yet there is limited empirical
research on its drivers and outcomes. This study examines the key drivers and outcomes of …

The surge in academic and practical interest in the topic of value co-creation (VCC)
highlights an equivocal understanding of its conceptual boundaries and empirical …

Purpose–The purpose of this paper is to summarize and classify extant research and to
better understand the past, present, and future state of the theory of value co-creation. Its …

Companies need to enhance corporate performance by stimulating the links between
stakeholder engagement, innovation, and co-creation. Previous literature lacks a systematic …

Abstract Service growth in product firms is one of the most active service research domains
and is open to a variety of conceptualizations. This article provides a critical inquiry into the …

Purpose–This paper aims to draw attention to the emerging phenomenon of business to
business (B2B) digital content marketing, offers a range of insights and reflections on good …

This study examines the underlying dimensions of co-creation of an experience in the
context of tourism and its effects on behavioral consequences such as tourists' satisfaction …