Abstract
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 language | English |
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| Publication date | 25 May 2022 |
| Publication status | Published - 25 May 2022 |
| Event | Academy of Marketing Science Annual Conference - Monterey, United States Duration: 25 May 2022 → 27 May 2022 https://www.ams-web.org/event/2022AC |
Conference
| Conference | Academy of Marketing Science Annual Conference |
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| Country/Territory | United States |
| City | Monterey |
| Period | 25/05/2022 → 27/05/2022 |
| Internet address |
Keywords
- Culture
- cultural values
- Value co-creation
- Hofstede Model