Saha, Victor; Goyal, Praveen; Jebarajakirthy, Charles - In: Journal of Business & Industrial Marketing 37 (2021) 3, pp. 612-628
Purpose: The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain. Design/methodology/approach: The extant literature on VCC has been reviewed by collecting relevant...