Components of Co-creation

There is a growing body of literature dedicated to the discussion of value co -creation frameworks, mechanisms and processes. However , these typically focus on the study, discussion and analysis of a small number of cases using deep, ethnographic description of their practices aiming at conceptualization and categorization of the different types of interactions between end users, the firm and the value network. Although useful, such an approach misses the advantages of an empirically driven quantitative approach that benefits from larger size samples and is more appropriate for theory building through the development and testing of hypotheses. It is important, therefore, to seek the development of a research methodology that combines the benefits of both qualitative and quantitative research approaches for studying the nature of value co-creation.