Theory of value co-creation: a systematic literature review

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Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “Co-creation refers to the collaborative (joint) activities between consumers and brands for creating material and symbolic value for both parties (Gummesson et al., 2014).”
Ten years of value cocreation: An integrative review (2016, background): “Beyond this distinction also highlighted by previous authors (e.g. Galvagno and Dalli, 2014), we observe different perspectives across these streams on the value cocreation concept.”
Co-creating services—conceptual clarification, forms and outcomes (2018, methodology): “In particular, current literature features an ongoing debate about the true meaning of co-creation (Galvagno and Dalli, 2014), marked by a lack of conceptual clarity between two perspectives; whether co-creation denotes the joint creation of services or the creation of value at a more abstract…”