Toward a Framework of Value Co-Creation in a Service Ecosystems Perspective: A Systematic Literature Review and an Agenda for Future Research

Informações

Código: MKT2339
Divisão: MKT - Marketing
Tema de Interesse: Tema 07 - Avanços na Ciência de Serviços

Autores

Renata Monteiro Martins (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) remonteiromartins@gmail.com
Felipe Zambaldi (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) felipe.zambaldi@fgv.br

Resumo

With the consolidation of the service-dominant (S-D) logic perspective, the concept of value co-creation has become crucial to understand how the process of resource integration occurs within service exchange relationships. Since the 2000s, a large quantity of researchers has moved toward the development of this concept in terms of its nature, the actors involved, and on how value is co-created. However, due to the lack of consensus among the definitions that have been formulated, there is not a consistent theoretical frame that explains the logic behind value co-creation and its drivers. Thus, drawing on the service ecosystems perspective – which assumes that value is co-created by a multitude of actors –, our objective is to propose an integrated conceptual framework of value co-creation in order to provide building blocks for future theory development. To do so, we conducted a systematic literature review on papers published in the leading Marketing journals. Our findings suggest that value co-creation consists in resource integration processes that occur in different and interdependent levels of aggregation (micro, meso and macro levels), in such a way that service exchange is facilitated when actors share common norms, rules and principles.

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