Value co-creation: from an emerging paradigm to the next practices of innovation

This study contributes to the conceptual clarification of the value co-creation
paradigm by using quantitative web content analysis to provide empirical insights on: i) the specific ways employed by firms using the Internet to actively engage their customers and end users into value co-creation activities; ii) the relationship between the degree of use of particular types of value co-creation activities and the degree of innovativeness of firms’ new products processes and services. The focus is on the potential impact from the adoption of co-creation practices on firms’ capacity for innovation. The practical implications of our research would be of interest to executive managers of existing technology-driven firms who would find the results particularly useful in the identification of new sources of innovation and competitive differentiation.