...Tingting Zhang; Can Lu; Edwin Torres; Cihan Cobanoglu Purpose This study aims to identify different approaches to conceptualize value co-creation and analysing firms’ co-creation strategies aided by various advancing technologies. This study further discusses the strengths and weaknesses...

... the framework, based on practical insights from three different transnational markets. © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Learning organisation Standardisation and adaptation Transnationalisation Marketing mix Value co-creation Market...

...Yasir Rashid; Ansar Waseem; Ahmad Ahsan Akbar; Fatima Azam Purpose The purpose of this paper is to deliver a summary of the influential work regarding value co-creation in the context of social media. Although, research on the role of social media in co-creation and new product development...

...Anne Vorre Hansen Purpose The aim of this paper is to give an empirical illustration of value co-creation and to argue for narrative methodology as a fruitful analytical strategy when exploring the processes of value co-creation. Design/methodology/approach Through an in-depth case study...

...Hannu Saarijärvi; P.K. Kannan; Hannu Kuusela Purpose Existing research suggests a multitude of approaches to value co‐creation that bring with them a range of different ideas on what constitutes the concept. The purpose of this paper is to identify the sources of the differing approaches, and so...