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The Value Co-Creation Concept: Mixing Up Apples and Oranges?

Author

Listed:
  • Julie Leroy

    (UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Bernard Cova

    (Euromed Marseille - École de management - Association Euromed Management - Marseille)

  • Robert Salle

    (EM - EMLyon Business School)

Abstract

The value co-creation concept has opened a new area of research in BtoC and BtoB interactions. However, value co-creation theoretical frameworks and related terms are far from being defined and stabilized. In a zoom-out attempt to answer this state of play, Vargo and Lusch (2011) recently proposed the introduction of the abstract designation of actor-to-actor (A2A). Through a meta-analysis of recent literature on value co-creation this paper highlights the strong heterogeneity of units and processes taken into account. Thus, it questions the adequate level of abstraction that could be relevant for the development of the value co-creation concept and argues for a zoom-in approach. Overall, the paper contributes to the ongoing scientific controversy concerning the value co-creation concept.

Suggested Citation

  • Julie Leroy & Bernard Cova & Robert Salle, 2012. "The Value Co-Creation Concept: Mixing Up Apples and Oranges?," Post-Print hal-01655560, HAL.
    • Handle: RePEc:hal:journl:hal-01655560
    Note: View the original document on HAL open archive server: https://hal.univ-reunion.fr/hal-01655560
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    File URL: https://hal.univ-reunion.fr/hal-01655560/document
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    References listed on IDEAS

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    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
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    Cited by:

    1. Noreen BYRNE & Kristina HEINONEN & Iiro JUSSILA, 2015. "The Role and Proximity in Value Preferences: a Study of Consumer Co-operatives," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 86(2), pages 339-361, June.

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