The Effects of the Value Co-Creation Process on the Consumer and the Company

This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern influences - including economic globalization, changes in consumers’ buying habits, and the emergence of the Internet and social media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm, such that companies must continually innovate to create and maintain long-term relationships with their consumers and thus competitive advantages. This study analyzes practices of co-creation and seeks to establish a theoretical research framework; the authors also identify the key effects and results of co-creation activities for both companies and consumers. By integrating situational and moderating variables, the proposed theoretical model covers multiple dimensions and offers a comprehensive approach to the topic.
JEL Classification M30
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© 2014 The Authors. Published by Sprint Investify. ISSN 2359-7712. This article is licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License
Corresponding Author
María Pilar Martínez Ruiz, University of Castilla-La Mancha, Faculty of Economics and Business, Albacete, Spain
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Maria Angeles GARCIA HARO
University of Castilla - La Mancha, Spain

University of Castilla - La Mancha, Spain

University of Castilla - La Mancha, Spain