Strategic networks such as Collaborative Networked Organisations (CNOs) and Virtual Customer Communities (VCCs) show a high potential as drivers of value co-creation and collaborative innovation in today’s Networking Era. Both look at the network structures as a source of jointly value creation and open innovation through access to new skills, knowledge, markets and technologies by sharing risk...

Research Paper Purpose Drawing from S-D logic this paper builds on the proposition of customers as resource integrators, identifying six styles of customer co-creation, and linking customer cocreation styles to outcomes. Design/methodology/approach A theoretical framework is proposed linking customer co-creation styles to outcomes. The research is based on twenty in-depth interviews and four fo...

Increasingly, environmental sustainability has become an important consideration for customer value co-creation, which is collaboration between a firm-provider and its customers to jointly create value. Our research question therefore “how does co-creation (CVC) enhance sustainability?” We argue that attention CVC globally would significantly in emerging markets. The findings of the study revea...

Purpose Collecting information from and interacting with customers through mobile platforms for personalization purposes have become a trend. While mobile-based value co-creation has attracted wide research attention, noticeable gap exists regarding what might potentially affect the firm–customer interaction process which is co-created. This paper aims to explore how exchange communicate firms ...