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Title: Embrace, before it is too late! Prediction of future studies on value co-creation
Authors: Bharti K.
Agrawal, Rajat
Sharma, Vinay Kumar
Published in: International Journal of Business Excellence
Abstract: Over the last decade, value co-creation emerged as a strategy for attaining sustained competitive advantage. Literature of marketing highlight that owing to a growing academic and practitioner's interest in the concept of value co-creation, there is a need to do a comprehensive assessment and synthesis of future direction for research. This article assesses this need and forecast the trends of the academic literature of value co-creation. Mixed method approach was used to construe the findings. In the first phase, selected literature of value co-creation was reviewed to find the prospective studies on value co-creation suggested by the scholars past one decade. In the next phase, seven themes for future studies on value co-creation are proposed as an outcome of the research. Copyright © 2018 Inderscience Enterprises Ltd.
Citation: International Journal of Business Excellence (2018), 14(1): 121-151
Issue Date: 2018
Publisher: Inderscience Publishers
Keywords: Delphi technique
Future research directions
Literature review
Mixed method research
Value co-creation
ISSN: 17560047
Author Scopus IDs: 56206000900
Author Affiliations: Bharti, K., Indian Institute of Management Kashipur, Bazpur Road, KashipurUttarakhand 244713, India
Agrawal, R., Indian Institute of Technology RoorkeeUttarakhand 247667, India
Sharma, V., Indian Institute of Technology RoorkeeUttarakhand 247667, India
Funding Details: Biographical notes: Kumkum Bharti is an Assistant Professor of Marketing at the Indian Institute of Management, Kashipur, Uttarakhand and has a BBA (Banasthali Vidyapith, Rajasthan), MBA (National Institute of Technology Surathkal, Karnataka) and PhD (Indian Institute of Technology Roorkee, Uttarakhand). Her research interests include bottom of the pyramid (BOP) market, value co-creation, and S-D logic. She has published her work in Marketing Intelligence & Planning, International Journal of Market Research, International Journal of Business and Emerging Markets, International Journal on Spirituality and Organizational Leadership, etc. She received scholarship from the University Grant Commission (UGC) for her PhD.
Corresponding Author: Bharti, K.; Indian Institute of Management Kashipur, Bazpur Road, Kashipur, India; email:
Appears in Collections:Journal Publications [MS]

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