Given the noticeable and quick progress of digitalization it is well accepted that digital
practices are changing business landscapes. However, while this concept is being labelled …

Purpose Over the past decade, the term prosumption (denoting simultaneous consumption
and production) has exhibited a dramatic increase in frequency of use in publications in the …

The “co-creation” label has proliferated over the past decade. With little consensus on what
“co-creation” is, we offer a novel, unifying perspective by anchoring its theorization in …

Purpose The purpose of this paper is to review the literature on customer experience to
develop a better understanding of the concept and propose a research agenda …

Value co-creation with customers has emerged as a relevant topic at both academic and
managerial level. Considering the positive outcomes derived from value co-creation, firms …

Purpose–The purpose of this paper is to summarize and classify extant research and to
better understand the past, present, and future state of the theory of value co-creation. Its …

Several years since the introduction of systematic review in management research, our
paper takes stock of how the methodology has been used thus far to elicit potential areas for …

Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …

Purpose–Companies increasingly opt for co-creation by engaging customers in new product
and service development processes. The purpose of this paper is to provide insight into the …

Extant service research considers several aspects of customer participation (CP) but lacks a
clear and inclusive typology that delineates CP's domain, scope, or boundaries. To address …