A research landscape on customer co-creation value: a systematic literature network analysis

Customer co-creation value has become a widely used term to describe an active, creative, and social collaboration process between producers and customers, in order to help companies assess the value of customers. Therefore, customers become active participants in an innovation process and have always been identified as a co-creator of value. Although the topic of customer co-creation value represents an emerging phenomenon in the business ecosystem, extant literature appears largely unexplored, and a recent systematic review is missing. This paper thus aims to bridge the gap by carrying out a systematic literature network analysis. By analyzing the citation network, the keywords co-occurrence, and the global citation score retrieved from Scopus, this document explores how the literature has evolved over time, which papers played a key role in the progress of knowledge, which methodological approaches dominated, and the existence of promising research areas that have been scarcely explored or that have involved scholars in recent years.