Value co-creation: concept and measurement

  • Kumar Rakesh RanjanEmail author
  • Stuart Read
Original Empirical Research


The surge in academic and practical interest in the topic of value co-creation (VCC) highlights an equivocal understanding of its conceptual boundaries and empirical constituents. Our search of the diverse scholarly literature on VCC identified 149 papers, from which we extract the two primary conceptual VCC dimensions of co-production and value-in-use. Though the combination of these two distinct dimensions is theoretically necessary to describe VCC, 79% of the studies in our dataset consider only one or the other. Such underlying theoretical ambiguity may explain conflicting results in earlier studies and motivates our effort to offer four contributions to the literature. First, we conduct a rigorous review, integrating existing work to expose the theoretical core of VCC. Second, we utilize the results from our review to isolate the two main theoretical dimensions of VCC and expose the three conceptual elements which underlie each dimension. Third, we apply our theoretical findings to derive empirical measurement constructs for each dimension. Fourth, we refine, analyze, and test the resulting measurement index in an investigation into consumer satisfaction.


Value co-creation Co-production Value-in-use Quantitative measurement Service-dominant logic 



We are thankful to the editor, G. Tomas M. Hult and the two anonymous reviewers of JAMS. Thanks is also extended to reviewers and session-participants of the AMS annual conference, 2013 for their inputs on the preliminary version of this article. Our sincere appreciation for the reviews and insights offered by M. Jha, Nicholas Dew, Praveen S., Saras Sarasvathy, Shainesh G., and S. Bharadhwaj. The first author would also like to thank the endless help by his doctoral colleagues, Bipin, Rupanwita, Shailen, and Vinay.


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Copyright information

© Academy of Marketing Science 2014

Authors and Affiliations

  1. 1.IIM TiruchirapalliNIT Campus PostTiruchirapalliIndia
  2. 2.Atkinson Graduate School of ManagementWillamette UniversitySalemUSA

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