Transcending and bridging co-creation and engagement: conceptual and empirical insights

Transcending and bridging co-creation and engagement: conceptual and empirical insights Co-creation is a transcending perspective of marketing, an umbrella term recognising the contemporary evaluation of value creation (Vargo and Lusch, 2016b; It requires bridging concepts such as engagement to bring relevance to inform marketing/market practices Through the development and exploration of mid-range theory that underpins co-creation, it enables a more prescriptive understanding reflective of business practice and conducive to empirical evaluation, which ultimately enables the meta-theoretic perspective to move forward (Vargo and Lusch, 2016b).