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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).
Conduit et al. (Fri,) studied this question.
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