... 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...

...Jillian C. Sweeney; Carolin Plewa; Ralf Zurbruegg Purpose This paper aims to advance research and practice on value, and more specifically value-in-use, by enhancing knowledge of not only positive but also negative value-in-use facets in a complex relational context, developing a psychometrically...

... marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication...