Creating Shared Value as an Antecedent of Value Co‐Creation: B2B Relationships in the Agri‐Food Sector

This study analyzes the effects of value co‐creation and creation of shared value in agricultural input marketing. This study used a sample of 178 agricultural companies in Costa Rica. The data were analyzed using partial least squares structural equation modeling (PLS‐SEM) with SMART PLS software. Our findings reveal the significant influence of the creation of shared value on relationship quality and highlight the role of value co‐creation in fostering economic satisfaction. Furthermore, the results indicate that economic satisfaction has a stronger impact on loyalty in the early stages of business relationships than in later stages. This novel study contributes to the understanding of both constructs from empirical approach, generating contributions to value creation, relationship dynamics, and B2B literature, reaching academia and agricultural input industry in developing countries.