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Keywords: analytical comprehensiveness
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Journal Articles
Conceptual fragmentation in marketing science: insights from the value co-creation literature
Open Access
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 475–504.
Published: 07 May 2026
... analytical comprehensiveness ( AC ) as a systematic measure to evaluate how thoroughly the foundational dimensions of value co-creation – value proposition and value-in-use – are engaged. Findings The longitudinal analysis reveals both intuitive and counterintuitive patterns. While integration has...
