Transcending and bridging co-creation and engagement: conceptual and empirical insights

Research output: Contribution to journalEditorial

10 Citations (Scopus)

Abstract

Co-creation is a transcending perspective of marketing, an umbrella term recognising the contemporary evaluation of value creation (Vargo and Lusch, 2016b; Prahalad and Ramaswamy, 2004). It requires bridging concepts such as engagement to bring relevance to inform marketing/market practices (Brodie, Saren and Pels, 2011). Through the development and exploration of mid-range theory that underpins co-creation, it enables a more prescriptive understanding reflective of business practice and conducive to empirical evaluation, which ultimately enables the meta-theoretic perspective to move forward (Vargo and Lusch, 2016b).
Original languageEnglish
Pages (from-to)714-720
Number of pages7
JournalJournal of Service Theory and Practice
Volume27
Issue number4
DOIs
Publication statusPublished - 2017

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