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Conference Papers Year : 2024

IMPLEMENTING CO-CREATION IN MARKETING: ANTECEDENTS AND PERFORMANCE

DEPLOYER LA CO-CREATION EN MARKETING : ANTECEDENTS & PERFORMANCE

Carole Charbonnel
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Abstract

Since the seminal papers of Prahalad and Ramaswamy and Vargo and Lusch (2004), value co-creation has engendered a wide stream of literature, especially theoretical papers. Although value co-creation is presented as a radical departure for marketing practice, we have had limited knowledge about value co-creation in managers’ domain so far. Notably, we have little insight into the factors fostering the emergence of value co-creation within firms, and regarding its impact on performance. Based on two surveys of marketing managers, our research conceptualizes value co-creation as a set of unique managerial activities implemented by managers. Our preliminary analysis of 120 questionnaires conducted through PLS-SEM investigates (1) the role of antecedents related to market orientation and the power of marketing function and (2) the effect of value co-creation implementation on firms’ performance.
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Avant la publication
Friday, March 20, 2026
Embargoed file
Friday, March 20, 2026
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hal-04512599 , version 1 (20-03-2024)

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Attribution - NonCommercial - NoDerivatives

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  • HAL Id : hal-04512599 , version 1

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Carole Charbonnel. IMPLEMENTING CO-CREATION IN MARKETING: ANTECEDENTS AND PERFORMANCE. Congrès de l'Association française de Marketing 2024, AFM - Association Française de Marketing, Jun 2024, Paris, France. ⟨hal-04512599⟩
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