Journal of the Academy of Marketing Science

, Volume 46, Issue 5, pp 895–920 | Cite as

Initiating value co-creation: Dealing with non-receptive customers

  • Avinash Malshe
  • Scott B. FriendEmail author
Original Empirical Research


Scholarly emphasis on the significance of integrating customer and supplier work processes to co-create customer value is increasingly important. While suppliers and customers working closely is imperative for the success of the value co-creation (VCC) process, customers’ reluctance at times to allow suppliers into their environments has not been fully explored. The present study is an expansive qualitative inquiry consisting of 114 in-depth interviews across 57 business-to-business evaluations that aims to understand both the nuanced nature of customer non-receptivity to specific VCC initiatives and those strategies suppliers may adopt to successfully manage it. Findings elicit three potential kinds of customer non-receptivity: apathy, ambivalence, and annoyance. Furthermore, conclusions propose six strategies suppliers may use to manage customer non-receptivity: intrinsic initiative, inspiration and implementation, complexity absorption, value alignment, credibility building, and objective centrality.


Value Co-Creation Customer Non-Receptivity Customer–Supplier Relationships Qualitative Research 



The authors would like to thank and acknowledge JAMS' editorial team and the anonymous reviewers for their valuable feedback and contributions. We appreciate the guidance and support provided by the entire review team.


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Opus College of BusinessUniversity of St. ThomasMinneapolisUSA
  2. 2.Farmer School of BusinessMiami UniversityOxfordUSA

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