Virtual co-creation is a tool which assists marketers in better recognizing customers’ needs and in increasing new products success rates. Despite the importance of co-creation in new product development, little empirical research is being conducted in order to clarify the concept. Studies are mostly company centric, overlooking consumer’s value perception of co-creation and how it affects his ...

this study investigates the effect of co-production on customer loyalty (attitudinal and behavioral separately) and factors which may boost co-production in an iranian bank. to investigate co-production in banking services, the proposed model of auh et al. (2007) was applied. given the fact that many banks try to get the status of their main customers, co-production was examined due to its pote...

COVID-19 has impacted research worldwide, with many researchers turning to online methods. While and co-creation methods are well established, there no instructional articles or guides for aiming conduct workshops. Such workshops can provide quality data increasingly used. This paper addresses this gap by outlining the steps involved in conducting Using TruSTFood sustainability food labelling s...

The paper provides an integrated view of value creation in the development of new products and services related to ICT. We argue that customer integration into the development process as a whole is a key for enhanced innovation processes. Building on early experiences from two projects conducted with a living lab approach we ask how this approach can help organizations utilize important resourc...

Value co-creation process as a mutual interaction between individuals is a key issue across the management network. Recently, studies have placed a special emphasis on people’s interaction in order to accomplish value co-creation. Given that the process of experience exchange enables us to identify our resources in transactional processes and make collaboration to achieve common values, the pur...

Purpose This study aims to propose a novel concept of choreography as way understanding co-creation value and thus develops the spatial analytical dimensions theorising. Design/methodology/approach conceptual paper contemplates meanings possibilities leveraging theoretical underpinnings co-creation, from viewpoint value-in-experience. Findings The opens up read knowledge movement. It enables el...