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Keywords: conceptual fragmentation
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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
...-creation as a case of conceptual fragmentation, offering a large-scale reassessment of its conceptual development. Design/methodology/approach Analyzing 2,960 articles published between 2004 and 2019, the authors conduct an integrative literature review and statistical analysis. The authors introduce...
