IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i5p2021-d1600490.html
   My bibliography  Save this article

TCM-AVC Model: A Systematic Literature Review on Value Co-Creation in B2B and Research Agenda

Author

Listed:
  • Fawad Ullah

    (Marketing at Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China)

  • Shen Lei

    (Marketing at Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China)

  • Jon K. Newton

    (Organizational Psychology at New York University, Shanghai 200124, China)

  • Daniel W. Lund

    (Graduate Programs and Executive Education, Organizational Psychology at British Management University, Tashkent 100001, Uzbekistan)

Abstract

The frequency of publications on value co-creation (VCC) in marketing has significantly increased. However, in business-to-business (B2B), it is underexplored, and there is no consensus regarding its antecedents and consequences. This systematic literature review (SLR) aims to identify, define, and categorize the antecedents and consequences to have a better comprehension of VCC in B2B. We conducted a comprehensive search for the keyword value co-creation, B2B, relationships, antecedents, consequences, and relationship quality in the Web of Science (WoS) core collection database and Scopus. By following Denyer and Tranfield’s five-step approach for SLR, we established research questions and selected, analyzed, and synthesized the relevant studies. We also followed Preferred Reporting Items for Systematic Reviews and Meta-analysis (PRISMA 2009, 2020) guidelines for screening articles, which led us to the analysis of 39 relevant articles. Our findings contribute to the research of VCC through the identification and categorization of antecedents and consequences of VCC into 20 initial groups, respectively, which provided a holistic view. Furthermore, notably, we revealed that the 39 papers employed 30 theoretical frameworks and models, which guided us to the presentation of the Theories Context Methods—Antecedents Value Co-creation Consequences model (TCM-AVC). The model further reduced the initially identified 20 groups into 6 and 5 categories of antecedents and consequences, respectively. Additionally, the findings extracted from those papers were segregated into eight novel streams, which opened fresh avenues for future research. These findings collectively enrich our understanding and provide practical implications for business practitioners in regards to the implementation of short-, medium-, and long-term sustainable VCC strategies to be effective and sustainable co-creators.

Suggested Citation

  • Fawad Ullah & Shen Lei & Jon K. Newton & Daniel W. Lund, 2025. "TCM-AVC Model: A Systematic Literature Review on Value Co-Creation in B2B and Research Agenda," Sustainability, MDPI, vol. 17(5), pages 1-28, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:2021-:d:1600490
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/5/2021/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/5/2021/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Merz, Michael A. & Zarantonello, Lia & Grappi, Silvia, 2018. "How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale," Journal of Business Research, Elsevier, vol. 82(C), pages 79-89.
    2. Lages, Carmen & Lages, Cristiana Raquel & Lages, Luis Filipe, 2005. "The RELQUAL scale: a measure of relationship quality in export market ventures," Journal of Business Research, Elsevier, vol. 58(8), pages 1040-1048, August.
    3. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    4. Gounaris, Spiros P., 2005. "Trust and commitment influences on customer retention: insights from business-to-business services," Journal of Business Research, Elsevier, vol. 58(2), pages 126-140, February.
    5. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, vol. 17(1), pages 45-65.
    6. Ramaswamy, Venkat & Ozcan, Kerimcan, 2018. "What is co-creation? An interactional creation framework and its implications for value creation," Journal of Business Research, Elsevier, vol. 84(C), pages 196-205.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    2. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    3. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    4. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    5. Jia, Yibo & Su, Jingqin & Cui, Li & Wu, Lin & Hua Tan, Kim, 2023. "Platform business model innovation in the digitalization era: A “driver-process-result” perspective," Journal of Business Research, Elsevier, vol. 160(C).
    6. Simona-Mihaela TRIF, 2012. "Antecedents and consequences of relationship quality. A case study of banking sector in Romania," Timisoara Journal of Economics, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 5(18), pages 253-271.
    7. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.
    8. Sengupta, Pooja & Biswas, Baidyanath & Kumar, Ajay & Shankar, Ravi & Gupta, Shivam, 2021. "Examining the predictors of successful Airbnb bookings with Hurdle models: Evidence from Europe, Australia, USA and Asia-Pacific cities," Journal of Business Research, Elsevier, vol. 137(C), pages 538-554.
    9. Vrontis, Demetris & Basile, Gianpaolo & Simona Andreano, M. & Mazzitelli, Andrea & Papasolomou, Ioanna, 2020. "The profile of innovation driven Italian SMEs and the relationship between the firms’ networking abilities and dynamic capabilities," Journal of Business Research, Elsevier, vol. 114(C), pages 313-324.
    10. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.
    11. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    12. Delpechitre, Duleeep & Beeler-Connelly, Lisa L. & Chaker, Nawar N., 2018. "Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior," Journal of Business Research, Elsevier, vol. 92(C), pages 9-24.
    13. Weijia Kong & Yunfei Shao & Simeng Wang & Wei Yan & Yawen Liu, 2024. "The Implications of the Spillover Effect Related to Green Co-Creation in a Supply Chain," Sustainability, MDPI, vol. 16(9), pages 1-21, April.
    14. Evanschitzky, Heiner & Malhotra, Neeru & Wangenheim, Florian v. & Lemon, Katherine N., 2017. "Antecedents of peripheral services cross-buying behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 218-224.
    15. Jinfang Cai & Michitaka Kosaka, 2024. "Conceptualizing Technical and Vocational Education and Training as a Service Through Service-Dominant Logic," SAGE Open, , vol. 14(2), pages 21582440241, April.
    16. Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
    17. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    18. Waqar Nadeem & Mari Juntunen & Nick Hajli & Mina Tajvidi, 2021. "The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms," Journal of Business Ethics, Springer, vol. 169(3), pages 421-441, March.
    19. Khan, Muhammad Asif & Pattnaik, Debidutta & Ashraf, Rohail & Ali, Imtiaz & Kumar, Satish & Donthu, Naveen, 2021. "Value of special issues in the journal of business research: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 125(C), pages 295-313.
    20. Carole Charbonnel, 2022. "Value Co-Creation As A Marketing Practice: Performance And Firm-level Antecedents," Post-Print hal-03622950, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:2021-:d:1600490. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.