Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1142
Title: The six faces of value co-creation: A field guide for executives
Authors: Ranjan, Kumar Rakesh
Read, Stuart
Keywords: Product-service Systems
Service Economy
Value Co-Creation
Issue Date: 2017
Publisher: SCOPUS
Rutgers Business Review
Rutgers Business School
Series/Report no.: 2(1)
Abstract: How can firms best engage customers to co-create value? A surge in academic and practical interest around this question of value co-creation (VCC) highlights the possibilities people see when Ford enables customers to design their own cars, Facebook enables customers to create content for other users, and Proctor and Gamble sources more than half its innovations from its own customers. At the same time, both academics and managers wrestle with exactly how to handle the enormous task of co-creation. Seeking insight, we searched the scholarly literature on VCC, and reviewing 149 unique papers, realized VCC is not one enormous task. Instead, it is composed of 6 different faces, 3 that describe the first VCC stage of co-production and 3 more that describe the second VCC stage of value-in-use. We understand why people have an incomplete understanding of VCC, as for example 79% of the studies in our data set considered only one stage or the other. In this paper, we describe each unique aspect of VCC so managers and researchers can see the whole, work with the parts, and generally better utilize the power that is derived when firms and customers collaborate. © 2017, Rutgers Business School. All rights reserved.
Description: Ranjan, Kumar Rakesh, Indian Institute of Management Calcutta, India; Read, Stuart, Willamette University's, Atkinson Graduate School of Management, United States
ISSN/ISBN - 24742376
pp.23-31
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078469528&partnerID=40&md5=3ed954cb0c606abd9675457141b404f0
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1142
Appears in Collections:Marketing

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.