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Two Essays On Value Co-Creation, Hangjun Xu

Marketing Theses & Dissertations

In the past few decades, customer co-creation has received a significant amount of attention in both practice and academics. Prahalad and Ramaswamy (2000) advocated co-opting customer competence as a competitive strategy. The purpose of this dissertation is to investigate how to engage customers and employees into the value co-creation process. This dissertation is composed of two essays. Essay 1 focuses on customer co-creation behaviors and Essay 2 examines employee co-creation behaviors.

Motivating customers to participate in the value co-creation process can help the firm achieve their long-term financial successes. However, the psychological mechanism underlying customer co-creation behavior is still not …