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Capturing the broader picture of value co-creation management

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  • Corsaro, Daniela

Abstract

The interactional, interdependent, and dynamic nature of value co-creation has made value management in business relationships a particularly challenging issue for both academicians and practitioners. In addition, studies on this topic have mostly focused on managing value co-creation in isolation from the wider relational context without completely capturing the influence of other value processes on value co-creation. This paper examines the broader picture of value co-creation management by providing a model based on interlinked value processes, namely, value communication, value appropriation, value measurement, and value representation. We adopted a qualitative approach based on 86 interviews with managers of both customer and supplier companies, which operated in different industries. Results showed that the management of value co-creation implies considering complex patterns of interconnections with other value processes. In particular, the study will shed light on the centrality of value appropriation to co-create value and on the importance of value representation to coordinate ideas and enable future co-creation opportunities.

Suggested Citation

  • Corsaro, Daniela, 2019. "Capturing the broader picture of value co-creation management," European Management Journal, Elsevier, vol. 37(1), pages 99-116.
    • Handle: RePEc:eee:eurman:v:37:y:2019:i:1:p:99-116
    DOI: 10.1016/j.emj.2018.07.007
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    3. Best, Bernadette & Miller, Kristel & McAdam, Rodney & Maalaoui, Adnane, 2022. "Business model innovation within SPOs: Exploring the antecedents and mechanisms facilitating multi-level value co-creation within a value-network," Journal of Business Research, Elsevier, vol. 141(C), pages 475-494.
    4. Joern Redler & Holger J. Schmidt, 2022. "I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 498-511, September.
    5. Cegarra-Navarro, Juan-Gabriel & Wensley, Anthony K.P. & Martínez-Martínez, Aurora & García-Pérez, Alexeis, 2020. "Linking organisational commitment with continuous learning through peripheral vision and procedural memory," European Management Journal, Elsevier, vol. 38(6), pages 874-883.
    6. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    7. Daniela Corsaro & Isabella Maggioni, 2021. "Managing the sales transformation process in B2B: between human and digital," Italian Journal of Marketing, Springer, vol. 2021(1), pages 25-56, June.
    8. Leone, Daniele & Schiavone, Francesco & Appio, Francesco Paolo & Chiao, Benjamin, 2021. "How does artificial intelligence enable and enhance value co-creation in industrial markets? An exploratory case study in the healthcare ecosystem," Journal of Business Research, Elsevier, vol. 129(C), pages 849-859.
    9. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
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    11. Mariia Bordian & Irene Gil-Saura, 2021. "Do IMC and Ecological Knowledge Drive Value Co-Creation? The New Way to Loyalty in Hospitality," Sustainability, MDPI, vol. 13(19), pages 1-15, September.
    12. Yar Hamidi, Daniel & Machold, Silke, 2020. "Governance, boards and value co-creation: Changing perspectives towards a service dominant logic," European Management Journal, Elsevier, vol. 38(6), pages 956-966.
    13. Boukis, Achilleas & Kabadayi, Sertan, 2020. "A classification of resources for employee-based value creation and a future research agenda," European Management Journal, Elsevier, vol. 38(6), pages 863-873.

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