Abstract
Co-creation has been emerging as a strategy for value creation, with this exploratory study in the grocery retail context proposing business-to-consumer co-creation as a means of developing solutions to sustainable consumption. The overarching narrative of the research findings is that the market may not yet be ready. Co-creation represents a new paradigm that would require a new orientation in the business-to-consumer relationship to become one of collaboration in the service experience.
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Chipp, K., Verran, G. (2015). The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_42
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DOI: https://doi.org/10.1007/978-3-319-10873-5_42
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