Emerging trends in the literature of value co-creation: a bibliometric analysis

Saha, Victor; Mani, Venkatesh; Goyal, Praveen

doi:10.1108/bij-07-2019-0342

Cited by 102 publications

(110 citation statements)

References 90 publications

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“…Studies have highlighted that the concept of co-production is firm-centric whereas the concept of co-creation is interpreted to be customers and their experience centric (Gheduzzi et al 2019;Saha et al 2020). In the coproduction activities, the process is mainly triggered by the help of the firms' own available resources and competences whereas in co-creation, the firms do not project the customers as mere product-purchasers, but on the contrary, the customers' roles are like partners of the firms in co-creating the products (Luonila and Jyrämä 2020;Schulz et al 2020;Nam et al 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

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Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

2021

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Co-production and active participation of the consumers are considered to have enhanced the value co-creation activities that would ensure business benefits of a firm. The marketing literature available does not explicitly explain the philosophy that would motivate the consumers to help to increase values for co-creation activities. In this context, attempts have been made to identify the factors that would impact on co-production and consumers’ participation to co-create values. By studying literature and theories such as theory of co-creation, theory of value creation, information processing theory, marketing theory and expectancy value theory, a conceptual model called F-P-C-B (Future Participation (F) - Co-production (P) - Co-creation (C) - Business Benefit (B)) has been developed along with nine hypotheses. The data was from 362 respondents in India and the model was tested using PLS based analysis. The study shows that it is important for the firms to shift from product-oriented activities to customer-related strategies. It is also found that for obtaining more profitability and better business results, customers should be involved in business activities by way of involving in co-design, idea generation, and other relevant activities of the firms. Moreover, the study highlights that knowledge sharing between the customers and the firm authorities ensures better business values.

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Section: Literature Reviewmentioning

confidence: 99%

“…Nevertheless, value co-creation issue remains as an elusive idea and concept (Saha et al 2020). Different scholars opined differently regarding the modality and nature concerning the value co-creation.…”

Section: Literature Reviewmentioning

confidence: 99%

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

2021

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“…There is a growing interest among researchers in value co-creation (Galvagno and Dalli 2014;Saha et al 2020). Kambil et al (1996) introduced the term "value co-creation" to emphasize the role of customers in business strategy and marketing.…”

Section: Value Proposition Creation and Co-creationmentioning

confidence: 99%

Impact of Value Co-Creation on International Customer Satisfaction in the Airsoft Industry: Does Country of Origin Matter?

Menet

Szarucki

2020

JRFM

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The paper’s objective is to investigate the impact of value proposition co-creation on international customer satisfaction in the airsoft industry. This empirical paper aims at answering a question “Which factors influence satisfaction of the international customers involved in the process of value co-creation in the airsoft industry” and sets a hypothesis that value co-creators’ country of origin has a positive impact on customers’ satisfaction. A case study approach of an entrepreneurial company (GATE) was supplemented with data collected via a survey (n = 176), where consumers’ perception of the firm’s value proposition and its influence on their satisfaction were investigated. The study contributes to the value creation theory by identifying the main factors influencing customer satisfaction in the airsoft industry and verifying whether the co-creators’ origin affects the factors’ ratings. The results indicate that the most crucial factors influencing international customer satisfaction in this industry are quality level and product functionality and that the country of origin of customers has no significant impact on international customer satisfaction.

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“…However, several studies have emphasized the need to deepen the theoretical fundamentals of this subject (Gebauer et al, 2010;Paulin and Ferguson, 2010;Loss and Crave, 2011). According to Saha et al (2020), it is important to systematically investigate the concept of value co-creation to gain some useful insights that would be helpful for both industry and academia. Our paper is a step in that direction.…”

Section: Introductionmentioning

confidence: 99%

“…Leclercq et al (2016) conduct an integrative review about value co-creation from the innovation, business, and marketing disciplines. In the following years, some other studies have complemented these first attempts, using bibliometric techniques and adopting general approaches (Alves et al, 2016;Ribeiro et al, 2016;Saha et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Mapping Value Co-creation Literature in the Technology and Innovation Management Field: A Bibliographic Coupling Analysis

Sánchez

Ortiz‐de‐Urbina‐Criado

Mora-Valentín

2020

Front. Psychol.

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Value co-creation has become a very important topic in several disciplines. It is observed that value co-creation has been analyzed mainly from a perspective of marketing or services. The interest of studying value co-creation in relation to innovation is growing but there are no previous literature reviews that focus on the literature that studies value co-creation from a technology and innovation management perspective. The present research aims to close this gap. This research has two aims. First, we make a descriptive analysis of the evolution of documents published from 2004 to 2020. We analyze the main journals and identify the most prolific authors. In addition, we observe collaborative behavior at three different levels-country, institution, and author. Second, we determine the content structure of this literature through a bibliographic coupling analysis, and characterize the resulting groups. As a result of this analysis, we describe eleven thematic groups and characterize them through different metrics. Based on these metrics and the previous analysis, we classify and explain the studies about co-creation in the technology and innovation management field. We obtained three research streams: open innovation, consumer-centric analysis, and service ecosystem and service innovation, and two new trends: servitization and the sharing economy.

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Emerging trends in the literature of value co-creation: a bibliometric analysis

Cited by 102 publications

References 90 publications

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

Impact of Value Co-Creation on International Customer Satisfaction in the Airsoft Industry: Does Country of Origin Matter?

Mapping Value Co-creation Literature in the Technology and Innovation Management Field: A Bibliographic Coupling Analysis

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