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Zooming in VS zooming out on value co-creation : Consequences for BtoB research

Author

Listed:
  • Julie Leroy

    (IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion)

  • Bernard Cova

    (Kedge BS - Kedge Business School, Bocconi University [Milan, Italy])

  • Robert Salle

    (EM - EMLyon Business School)

Abstract

The concept of value co-creation is now taken for granted in the marketing community. It is the result of what we consider as a premature closure of this concept. The aim of this article is to prevent this premature closure by confronting what this discipline has produced thus far in order to highlight the breadth of situations that this concept presumes to encompass. To achieve this, we analyze a selection of articles published in special issues of marketing journals that were dedicated to value co-creation and/or service dominant logic. This sample enables us to point to the risks of being locked into a zoom-out approach to economic exchange: an arbitrary reduction of the vast heterogeneity of exchange phenomena and an inability to account for the complexity of these phenomena. Because value co-creation is a conception that is in conflict with the zoom-in approach to exchange phenomena, our intent is to conduct a healthy rebalancing of perspectives on economic exchange and thereby keep the controversy alive.

Suggested Citation

  • Julie Leroy & Bernard Cova & Robert Salle, 2013. "Zooming in VS zooming out on value co-creation : Consequences for BtoB research," Post-Print hal-02313208, HAL.
    • Handle: RePEc:hal:journl:hal-02313208
    DOI: 10.1016/j.indmarman.2013.07.006
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    Citations

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    Cited by:

    1. Echeverri, Per & Salomonson, Nicklas, 2017. "Bi-directional and stratified demeanour in value forming service encounter interactions," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 93-102.
    2. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    3. Sheng, Margaret L. & Natalia, Natalia & Hsieh, C.Y., 2022. "Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Viglia, Giampaolo & Pera, Rebecca & Dyussembayeva, Shynar & Mifsud, Matthieu & Hollebeek, Linda D., 2023. "Engagement and value cocreation within a multi-stakeholder service ecosystem," Journal of Business Research, Elsevier, vol. 157(C).
    5. Surabhi Koul & Sahil Singh Jasrotia & Hari Govind Mishra, 2022. "Value Co-creation in Sharing Economy: Indian Experience," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(1), pages 387-405, March.
    6. Nadine Ostern & Guido Perscheid & Caroline Reelitz & Jürgen Moormann, 2021. "Keeping pace with the healthcare transformation: a literature review and research agenda for a new decade of health information systems research," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 901-921, December.
    7. Francesco Polese & Debora Sarno & Orlando Troisi & Mara Grimaldi, 2018. "From B2B to A4A: An Integrated Framework for Viable Value Co-Creation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 135-161.
    8. Francesco Polese & Antonio Botti & Mara Grimaldi & Antonella Monda & Massimiliano Vesci, 2018. "Social Innovation in Smart Tourism Ecosystems: How Technology and Institutions Shape Sustainable Value Co-Creation," Sustainability, MDPI, vol. 10(1), pages 1-24, January.
    9. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    10. Makkonen, Hannu & Johnston, Wesley J. & Javalgi, Rajshekhar (Raj) G., 2016. "A behavioral approach to organizational innovation adoption," Journal of Business Research, Elsevier, vol. 69(7), pages 2480-2489.

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