This article presents a systematic bibliometric review of research on value co-creation (VCC) over the past decade (2014–2024). VCC, rooted in service-dominant logic (SDL), emphasises collaboration between businesses and customers to generate value. The study analyses 583 articles from the Scopus database, using tools like VOSviewer to map trends, influential authors and emerging themes. The results show significant growth in publications, with a diversification of approaches and increased application in sectors such as healthcare, tourism and the sharing economy. Digital technologies, artificial intelligence and collaborative platforms play a central role in the evolution of VCC, while also highlighting the importance of considering value co-destruction. The article identifies future research directions, including the impact of emerging technologies and sustainability challenges.
AcedoF. J., BarrosoC., CasanuevaC., & GalánJ. L. (2006). Co-authorship in management and organizational studies: An empirical and network analysis. Journal of Management Studies, 43(5), 957–983.
2.
BakerH. K., KumarS., & PandeyN. (2021a). Forty years of the Journal of Futures Markets: A bibliometric overview. Journal of Futures Markets, 41(7), 1027–1054.
3.
BakerH. K., KumarS., & PandeyN. (2021b). Thirty years of the Global Finance Journal: A bibliometric analysis. Global Finance Journal, 47, 100492.
4.
BendapudiN., & LeoneR. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14–28.
5.
CheungM. L., PiresG., RosenbergerP. J.III, LeungW. K., & ChangM. K. (2021). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics, 33(10), 1994–2018.
6.
CoboM. J., López-HerreraA. G., Herrera-ViedmaE., & HerreraF. (2011). Science mapping software tools: Review, analysis, and cooperative study among tools. Journal of the American Society for Information Science and Technology, 62(7), 1382–1402.
7.
CuiM., ChengL., & ShangY. (2024). The influence of experiencescape of home-based accommodation on tourists’ subjective well-being at cultural heritage sites: The role of value co-creation. Journal of Destination Marketing & Management, 31, 100845.
8.
DengX. (2022). A bibliometric analysis of automated writing evaluation in education using VOSviewer and CitNetExplorer from 2008 to 2022. International Journal of Technology-Enhanced Education (IJTEE), 1(1), 1–22.
9.
DonthuN., KumarS., MukherjeeD., PandeyN., & LimW. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296.
10.
DonthuN., ReinartzW., KumarS., & PattnaikD. (2021). A retrospective review of the first 35 years of the International Journal of Research in Marketing. International Journal of Research in Marketing, 38(1), 232–269.
11.
EmichK. J., KumarS., LuL., NorderK., & PandeyN. (2020). Mapping 50 years of small group research through small group research. Small Group Research, 51(6), 659–699.
12.
FahimniaB., SarkisJ., & DavarzaniH. (2015). Green supply chain management: A review and bibliometric analysis. International Journal of Production Economics, 162, 101–114.
13.
FangL., Yi-XinD., Ding-TiL., & YongP. (2024). Game analysis of service quality evolution of online tourism supply chain under PPI participation. Current Issues in Tourism, 1–30.
14.
FigueiredoR., QuelhasO., VieiraJ., & FerreiraJ. J. (2019). The role of knowledge intensive business services in economic development: A bibliometric analysis from Bradford, Lotka and Zipf laws. Gestão & Produção, 26(4), e4356.
15.
GrönroosC. (2008). Adopting a service business logic in relational business-to-business marketing: Value creation, interaction and joint value co-creation. Otago Forum, 2(9), 269–287.
16.
HardymanW., DauntK. L., & KitchenerM. (2015). Value co-creation through patient engagement in health care: A micro-level approach and research agenda. Public Management Review, 17(1), 90–107.
17.
JaakkolaE., & AlexanderM. (2014). The role of customer engagement behaviour in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261.
18.
LinZ., ChenY., & FilieriR. (2017). Resident-tourist value co-creation: The role of residents’ perceived tourism impacts and life satisfaction. Tourism Management, 61, 436–442.
19.
LiuR.-L. (2017). A new bibliographic coupling measure with descriptive capability. Scientometrics, 110, 915–935.
20.
LuschR. F., & NambisanS. (2015). Service innovation. MIS Quarterly, 39(1), 155–176.
21.
OertzenA.-S., Odekerken-SchröderG., & MagerB. (2020). Driving users’ behaviours and engagement in co-creating services. Journal of Services Marketing, 34(4), 549–573.
22.
PayneA. F., StorbackaK., & FrowP. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96. https://doi.org/10.1007/s11747-007-0070-0
23.
PodsakoffP. M., MacKenzieS. B., BachrachD. G., & PodsakoffN. P. (2005). The influence of management journals in the 1980s and 1990s. Strategic Management Journal, 26(5), 473–488.
24.
PrahaladC. K., & RamaswamyV. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
25.
Ramos-RodríguezA., & Ruíz-NavarroJ. (2004). Changes in the intellectual structure of strategic management research: A bibliometric study of the Strategic Management Journal, 1980–2000. Strategic Management Journal, 25(10), 981–1004.
26.
RanjanK. R., & ReadS. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44, 290–315.
27.
RibeiroT.deL. S., CostaB. K., FerreiraM. P., & de Lamônica FreireO. B. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(6), 985–999.
28.
SchreieckM., WiescheM., & KrcmarH. (2021). Capabilities for value co-creation and value capture in emergent platform ecosystems: A longitudinal case study of SAP’s cloud platform. Journal of Information Technology, 36(4), 365–390.
29.
SkålénP., PaceS., & CovaB. (2015). Firm-brand community value co-creation as alignment of practices. European Journal of Marketing, 49(3/4), 596–620.
30.
SweeneyJ. C., DanaherT. S., & McColl-KennedyJ. R. (2015). Customer effort in value cocreation activities: Improving quality of life and behavioral intentions of health care customers. Journal of Service Research, 18(3), 318–335.
31.
TommasettiA., TroisiO., & VesciM. (2017). Measuring customer value co-creation behavior: Developing a conceptual model based on service-dominant logic. Journal of Service Theory and Practice, 27(5), 930–950. https://doi.org/10.1108/JSTP-10-2015-0215
32.
TungerD., & EulerichM. (2018). Bibliometric analysis of corporate governance research in German-speaking countries: Applying bibliometrics to business research using a custom-made database. Scientometrics, 117, 2041–2059.
33.
TynanC., McKechnieS., & HartleyS. (2014). Interpreting value in the customer service experience using customer-dominant logic. Journal of Marketing Management, 30(9–10), 1058–1081.
34.
VargoS. L., & LuschR. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
35.
VargoS. L., & LuschR. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6
36.
WaltmanL., Van EckN. J., & NoyonsE. C. (2010). A unified approach to mapping and clustering of bibliometric networks. Journal of Informetrics, 4(4), 629–635.
37.
ZupicI., & ČaterT. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472.
