The Influence of Cultural Values on Value Co-Creation

This study builds on the service-dominant logic (Vargo & Lusch, 2004), Karpen et al. (2012), and Naghina et al. (2014) typology of co-creation interactions, as well as Bhatti, Glowik, and Arlsan (2021) to formulate a set of research propositions regarding motivations to co-create value and their impact on knowledge sharing. We integrate insights from the physician-patient relationship model by Emmanuel & Emmanuel (1992), and the cultural framework by Hofstede (2001) to develop a set of research propositions as to the impact of cultural values on the propensity to engage in value co-creation. By doing so, we advance the value co-creation field and the explanatory value of the service-dominant logic.