Gerke, Anna; Woratschek, Herbert; Dickson, Geoff - In: Sport, Business and Management: An International Journal 10 (2020) 4, pp. 403-430
Purpose: There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a...
