Value co-creation (VCC) recently displayed a significant increase in the frequency of publications in business studies and social sciences. Our study objects to explore the current state of VCC research in the business-to-business (B2B) context, principally in the marketing field.
This research article extracted research papers on VCC in the B2B context published in the last two decades through the Web of Science (WoS). Initially, we applied HistCite to determine the research dynamics of VCC articles and then VOS viewer to conduct bibliographic coupling and cartographic analysis. Furthermore, we found the most co-occurred keywords in the abstracts, titles, and keywords.
Our research explored that the United Kingdom was the most important country with 27 publications and 594 citations. Aarikka-Stenroos L was the most influential author, among his research is a systematic review which revealed that scholars of B2B journals adopted the term business “ecosystem” and studied the implications of ecosystem perspective in business and innovation networks and received the most citations. Industrial Marketing Management (IMM) was the most influential journal because it published 8 of the 10 most cited articles. One hundred and six out of 121 publications were in Business research and seventy-six were in management area, which made it the most hot and critical research area. Lappeenranta University was the most essential organization in VCC research based on the most records published and second-highest citations.
Four research streams have emerged which indicate the prominent role of VCC in the B2B context (1) VCC and relationships, (2) VCC and organizational capabilities, (3) VCC and actors’ engagement at various platforms, and (4) VCC and processes. Our research paper provided a base for conceptualizing publications related to business, management, operations research management science, and social sciences interdisciplinary on VCC in the B2B context. Content analysis has revealed that research work on VCC in the B2B context is at an early stage in the marketing arena. Along with bringing some sort of consensus regarding researchers’ opinion toward the nature and modality of VCC literature and process in the B2B context, we urge future research to focus on how relationships and their precursors can be efficiently utilized to co-create and enhance value within B2B interactions. We also request future research to focus on making the VCC process sustainable and viable both on a time and economical basis.
Organizations can involve customers and producers to work jointly to co-create value for their goods and services with negligible cost to achieve higher market shares and a competitive edge over rivals.
This might be the first bibliometric study conducted on VCC in the B2B context (there are some Bibliometric VCC publications, but they are not B2B-specific, our research is the first Bibliometric study conducted on VCC in the B2B context) in the marketing field and can expose novel avenues for future research.