Ten Years of Value Cocreation: An Integrative Review
(2015) QUIS14 — Location: Shanghai, China (18.June.2015)
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- Abstract
- Ten years after the publication of the seminal paper by Prahalad and Ramaswamy entitled - “Cocreation experiences: the next practice in value creation” (cited 1378 times), this paper aims to provide a better understanding of the still emerging value cocreation concept and to bring out new insights into its definition, foundations, antecedents, related processes, expected outcomes and measurement. It consists in an integrative review based on 10 years of research. Despite its popularity, the value co-creation concept remains fuzzy and suffers from the absence of consensus about its conceptualization (Chen, Drennan, & Andrews, 2012; Ind & Coates, 2013). In order to conduct this integrative review, an initial search for literature, covering the period from 2004 until 2014, was based on the keyword “cocreation” in six research databases (Ebsco, Science Direct, Sage, Emerald, Elsevier and Springer). This first extraction generated 413 papers from various disciplines including Political Science, Logistics, Marketing, Business and Innovation. The papers were screened to focus only on papers published in top journals (A, B and C ranked, FNRS-CNRS ranking) from Innovation, Business and Marketing disciplines. This final selection produced 94 relevant published articles from 28 journals and composed the corpus for this study. The content of the papers, 1538 pages, have been coded sentence by sentence thanks to Nvivo software and analyzed deeply using the content analysis method. Based on this integrative method, a new definition of value cocreation is proposed and distinction from closed concepts such as coproduction, open-innovation and value codestruction is also provided. Moreover, a summary of key components of value cocreation namely created values, involved actors and engagement platforms, is performed and a classification of the different forms of these components is conducted. The value co-creation processes, components, antecedents and outcomes, and measurements have been identified and summarized in a theoretical model. Finally, our analysis offers many directions for future research in the area of value cocreation. This paper contributes to service marketing and management by integrating different streams dealing with value cocreation. Responding to the recent call of Navarro et al. (2014), this paper sums up the existing knowledge through a theoretical model which can be used as a basis for future empirical researches. That model underlines two subprocesses, the resources exchange and the dialogical interactions. Furthermore, our findings fulfill the call from Thompson and Malaviya (2013) by emphasizing the active role non-participants perform, as beneficiaries of the cocreated contents. Besides, this paper highlights distinct types of value the engaged actors can cocreate through their participation namely the value-in-use and the value-in-experience (Sheth & Uslay, 2007). This paper identifies also different designs of engagement platform according to the interactional structures and the cocreational activity within the NPD/NSD process (Nishikawa, Schreier, & Ogawa, 2013). These elements provide relevant information for managerial practices.
- Affiliations
Louvain School of Management Marketing
Citations
Leclercq, T., Hammedi, W., & Poncin, I. (2015). Ten Years of Value Cocreation: An Integrative Review. QUIS14, Shanghai, China. https://hdl.handle.net/2078.5/188145