THE VALUE CO-CREATION PROCESS: AN APPLICATION ON THE EMERGING INDUSTRIAL CITIES.

Anchored on the Value Network and the Service Dominant (S-D) logic concepts, the paper proposed an integrated marketing and supply chain management framework which highlight how firms in a networked economy co-create value to improve the competitive advantage of the different parties (such as; customer, suppliers, and other business parties) involved in the economic exchange. The paper proposed five activities as composing the value co-creation process, including customer engagement, self-service, co-reflection, co-design, and co-recovery. Managerial and theoretical implications were discussed and insightful future research suggestions were presented. [ABSTRACT FROM AUTHOR]