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

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.