The Influence of Cultural Values on Value Co-Creation

Agnieszka Chwialkowska*, Mario Glowik, Waheed Akbar Bhatti

*Corresponding author for this work

Research output: Contribution to conference without publisher/journalConference abstract for conferenceResearchpeer-review


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.
Original languageEnglish
Publication date25 May 2022
Publication statusPublished - 25 May 2022
EventAcademy of Marketing Science Annual Conference - Monterey, United States
Duration: 25 May 202227 May 2022


ConferenceAcademy of Marketing Science Annual Conference
Country/TerritoryUnited States
Internet address


  • Culture
  • cultural values
  • Value co-creation
  • Hofstede Model


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