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The purpose of this paper is to explore the drivers of customer participation for value co-creation among bottom of the pyramid (BOP) customers. In addition, the difference, if exists, between the perception of customer and marketers belongs to this segment about the drivers of customer participation is also studied.

Qualitative study has been conducted to investigate the drivers of customer participation for value co-creation in BOP market. Data collection are done through in-depth interviews from BOP customers and marketers. Spearman rank correlation is used to find out the relationship between the BOP customers and marketers responses.

The findings enrich understanding of value co-creation in the BOP market by suggesting the various drivers that instigate BOP consumers to participate in value co-creation activities. The study also shows a strong relationship between the customers and marketers perspective on what drives BOP customers to participate in value co-creation.

The study is conducted qualitatively hence results cannot be generalized. The sample used for data collection is limited to one state of India.

Twenty-seven factors are identified that an organization can leverage or develop to successfully practice value co-creation in the BOP markets.

The paper provides a comprehensive view to help organizations manage value co-creation through customer participation in BOP market. According to author's knowledge, no prior study in BOP as well as on value co-creation literature discusses empirically the drivers of customer participation in value co-creation.

This paper aims to highlight four features of value co-creation among actors in a business-to-business environment. Service-dominant (S-D) logic of marketing is used as a theoretical lens to view at the process of value co-creation.

Using an interpretive methodological approach, the authors collected empirical material from a single case based in New Zealand. The case was based on the collaboration, interaction and relationship between vendor and client during an information and communication technology (ICT) systems integration project. The unit of analysis was “points of value creation.” Empirical material came from observation, in-depth interviews and documents such as meeting notes and email logs. Interpretation highlighted four features of the value co-creation process: motivators, outcomes, disadvantages and management. Moreover, personal and network aspects of value co-creation process emerged.

The findings of this study capture benefits, as well as conflicts and frustrations, in a value co-creation process. Furthermore, it provides future research motivations for researchers currently working to develop S-D logic of marketing.

It is suggested that there is relatively little direction on how value co-creation process should be undertaken in different contexts such as retail, education, health care and ICT. There is a need to understand the dynamics and specification of value co-creation process, as the literature is scarce in this field.

The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process for defining of the antecedents of experience co-creation.

The framework of experience co-creation was conceptualized by means of a literature review. Subsequently, this framework was used as the conceptual basis for a qualitative content analysis of 66 empirical papers investigating alternative consumption models (ACMs), such as renting, remanufacturing, and second-hand models.

The qualitative content analysis resulted in 12 categories related to the consumer and 9 related to the ACM offerings that represent the antecedents of experience co-creation. These categories provide evidence that, to a large extent, the developed conceptual framework allows one to capture the multi-dimensionality of the experience co-creation construct.

This study underscores the understanding of experience co-creation as a function of the characteristics of the offering – which are, in turn, a function of the consumers’ motives as determined by their lifeworlds – as well as to service design as an iterative approach to finding, creating and refining service offerings.

The investigation of the antecedents of experience co-creation can enable service providers to determine significant consumer market conditions for forecasting the suitability and viability of their offerings and to adjust their service designs accordingly.

This paper provides a step toward the operationalization of the dimension-related experience co-creation construct and presents an approach to defining the antecedents of experience co-creation by considering different research perspectives that can enhance service design research.

The purpose of this study is to develop an in-depth understanding of the overall process of facilitating co-creation of e-government services, focusing on the government's role in fostering citizen engagement.

This study conducted a meta-synthesis of qualitative case studies encompassing analyses on a case-specific level followed by syntheses on a cross-study level.

Through meta-synthesis, the study developed an integrated framework, the process theory view of enabling co-creation of e-government services, illustrating how co-creation could be initiated and facilitated by the government.

By providing critical insights into co-creation steps, the process theory view offers a holistic theoretical understanding of enabling co-creation by identifying factors driving and motivating governments to initiate co-creation activities, interpreting the prerequisites for co-creation and the importance of impact assessment.

This study offers important implications for public authorities, administrators and policymakers by helping them enhance their knowledge base on the co-creation process to facilitate a higher level of collaboration between citizens and government for effective and efficient public service delivery through e-government.

While it is widely acknowledged that citizen engagement is crucial for improving and transforming the development and delivery of e-government services, it is equally recognized as a challenging and complex task. Through a meta-synthesis of qualitative case studies, this study is one of the first to develop a process theory view for offering a holistic understanding and crucial insights for addressing the concerns over the co-creation of e-government services.

This work aims to understand how social value is created and delivered using community-based water supply projects. It examines social value creation given the enabling concepts – value co-creation and service ecosystems as business models for infrastructure.

Inductive reasoning, including qualitative research design, was applied to two water supply projects. The qualitative stage created social value co-creation features using the purposive sampling of 72 semi-structured interviews.

The qualitative analysis features social value co-creation, which includes a sense of social unity, end-user empowerment, Behavioural transformation, and knowledge transfer. Although value destruction also emerged while examining social value co-creation, the research identifies the “red flags” and value contradictions that must be avoided.

The enablers of sustainable infrastructure projects should include social value, service ecosystems and value co-creation.

There is a need for the government and non-governmental organisations to create enabling platforms that involve a planned dialogical communication process supporting the development and enhancement of relationships of stakeholders to maximise social value from infrastructure projects.

The work offers a widened perspective of social value creation and a new framework called “Social value co-creation/destruction” (SVCC/SVCD) as the business model for sustainable infrastructure projects. It is the first attempt to illustrate social value creation in construction from service ecosystems and value co-creation perspectives.

The purpose of this paper is to find supplier's role in brand co-creation. This paper also discusses the perspective of suppliers on the role and benefits of other stakeholders like consumers and the sponsoring organization in brand co-creation and to come up with some concepts and constructs related to these.

A qualitative approach has been used to identify supplier roles. Depth interviews were conducted on 15 selected suppliers from India already participated in brand co-creation. Grounded theory method was used to code and analyze the data and come up with important themes.

The grounded theory findings showed that suppliers need to have certain features like professionalism, willingness to invest in research and development (R&D) and flexible attitude in order to participate in brand co-creation. In turn, suppliers are benefited from participating in such an event as it improves their performance, growth and offerings. The depth interview findings also showed the reasons for successful and failed brand co-creation and the informant suppliers' view on the roles consumers and organization play in band co-creation and the benefits they receive.

This is one of the first academic studies of identifying supplier's role in brand co-creation looking beyond consumers and organization. There is no qualitative and quantitative study that was conducted to find out supplier's role. The paper conceptualizes important concepts related to supplier's features, roles and benefits in brand co-creation.

Consumer experiences of healthcare services are challenging for researchers to study because of the complex, intangible and temporal nature of service provision. The purpose of this paper is to introduce a novel longitudinal three-phase research protocol, which combines iterative interviewing with visual techniques. This approach is utilised to study consumer service experiences, dimensions of consumer value and consumer value co-creation in a transformational service setting: complementary and alternative medicine healthcare.

This research employed a three-phase qualitative longitudinal research protocol, which incorporated: an initial in-depth interview, implementation of the visual elicitation technique Zaltman Metaphor Elicitation Technique and a final interview to gain participant feedback on the analysis of data collected in the first two phases.

Four key benefits derived from using the three-phase protocol are reported: confirmation and elaboration of consumer value themes, emergence of underreported themes, evidence of transformation and refinement of themes, ensuring dependability of data and subsequent theory development.

The study provides evidence that a longitudinal multi-method approach using in-depth interviews and visual methods is a powerful tool that service researchers should consider, particularly for transformative service research settings with sensitive contexts, such as healthcare, and when studying difficult to articulate concepts, such as consumer value and value co-creation.

Many changes that call for concerted social action were observed in society and business performance during the coronavirus 2019 (COVID-19) outbreak. The impact of digitization and customer participation was evident in providing medical guidelines, updates on government initiatives, education or the supply of essential services during lockdown in many countries. However, there were aberrations. The purpose of this study is to explore some consumers and firms' being better equipped for service co-creation than others, specifically during a pandemic; the different degrees of service co-creation and the possible outcomes of customer participation in the service context.

Qualitative study with 35 in-depth interviews of supply- and demand-side actors, with coding and analysis of interview transcripts was conducted.

The authors identify two levels of service co-creation: (1) service co-development and (2) service co-evaluation that are affected by customer capabilities and firm/institutional barriers. The outcome of service co-creation lies in the social, economic and experiential values thus created. A pandemic strengthens the effect of antecedents (customer capabilities and firm capabilities) on the co-creation process.

Managers can refer to the findings to manage customer engagements and co-creations effectively, especially during a pandemic.

The impact of the pandemic on the service co-creation process in an emerging market, and the antecedents (firm- and customer-side) and consequences (mutual value outcomes) of service co-creation and actor participation are explored.

The purpose of this study is to identify the types and features of business relationship when the value co-creation phenomenon is extended to an early stage of the value chain, in which technological innovation is essential, in a high-tech business-to-business (B2B) market.

The methodology of building a theory from a case study is adopted in this study to propose an early-stage value co-creation network. Qualitative data are coded on the basis of grounded theory coding after collecting the triangulation data from multiple sources.

In a high-tech B2B market, three types of business relationships (supplier–customer mutual, supplier-centric and network-based business relationships) co-create values at an early stage of the value chain. Intellectual resource, efficiency resource and supplier-centric business relationships are uniquely found in this stage.

This study provides new insight suggesting that the notion of value co-creation can be extended to early stages of the value chain in a high-tech B2B market. In addition, this research identifies vital business relationships and how these relationships develop successfully at an early-stage value co-creation network in a high-tech B2B market.

Technology development managers at an early stage of the value chain can co-create relationship benefits by building proposed business relationships integrating resources in a high-tech B2B market. In addition, marketing managers should consider the early stage as another source of value co-creation.

The notion of value co-creation is extended from the later stage to an early stage of the value chain in a high-tech B2B market. Consolidated framework of a value co-creation network integrating actors, resources and relationships, suggested in this study, will be valuable for further theoretical research and business application.

An increasingly urbanized global population is facing multiple, inter-related and inter-connected challenges. By applying the so-called Living Lab concept, the authors open up innovation processes through online and offline collaborations between urban policymakers, non-profit organizations, citizens and other stakeholder groups. However, much of the current research being conducted on Living Labs is lacking in empirically tested methodologies for the co-creation of sustainable urban innovations in defined contexts. This research is intended to fill this gap by presenting a systemic approach to digital co-creation processes in Living Labs. The purpose of this paper is to present the first evaluation results of European Living Labs by applying the new developed digital co-creation monitoring technique.

By emphasizing the interplay between places, technology and people, the Digital Co-Creation Index (DCCI) calculation methodology provides a systemic understanding of the basic factors shaping the co-creative processes in Living Labs. DCCI has been used to evaluate such labs in four different European cities: Aukštamiestis in Vilnius, Lithuania; Alvalade in Lisbon, Portugal; Città Studi in Milano, Italy and Zuid Park in Ghent, Belgium. The empirical data for assessment and index calculation were collected by using a mixed-method approach (i.e. qualitative and quantitative analysis).

While the findings are complex and varied, the case studies in this paper share several characteristics and patterns – the attractiveness of physical spaces, opportunities for experimentation, the density and diversity of stakeholders involved and the emergence of creative communities that co-design novel initiatives. The results show that digital technologies are underused in the evaluated Living Labs.

The results are limited to a comparison of the European Living Labs in the research sample. In the absence of an index that was obtained, designed and tested in other territorial contexts, the comparative value of the outcomes of this research can be established between only four case studies. The authors anticipate that the implementation of the C3Places project and other research activities will yield even more scientific results. The findings and their implications should be discussed and tested in the broadest context possible. By focusing on creative synergy between places, technology and people, this paper presents a unified and empirically validated systemic approach to assessing digital co-creation efforts in urban planning.

Unlike previous research, this paper presents a unified and empirically based approach to assessing digital co-creation efforts in urban planning by emphasizing interplay between place, technology and people.