... organizations, in offering products and/or services for the co-creation of value (Azzari et al., 2024 ; Bharti et al., 2015 ; Prahalad and Ramaswamy, 2004). Value co-creation is the interaction between non-profit organizations and other stakeholder's to improve and develop new services...

... and acknowledging value co-creation amongst stakeholders. The contemporary B2B marketing strategies of relationship, innovation, sustainability and digital marketing that emerge through the literature review are discussed to demonstrate how they add value to the competitive advantage of firms and facilitate co...