2010): Opportunism in co-production: Implications for value co-creation

Value creation is central to marketing. The traditional formulation of the value creation process rests on two fundamental premises: (1) value is created by the firm; and (2) value is embedded in the products and services of the firm (Lusch and Vargo 2006b; Prahalad and Ramaswamy 2004b). These premises, however, have been challenged with the emergence o