10 Years of Co-creating Value: Bibliometric Literature Review

Abstract

This article presents a systematic bibliometric review of research on value co-creation (VCC) over the past decade (2014–2024). VCC, rooted in service-dominant logic (SDL), emphasises collaboration between businesses and customers to generate value. The study analyses 583 articles from the Scopus database, using tools like VOSviewer to map trends, influential authors and emerging themes. The results show significant growth in publications, with a diversification of approaches and increased application in sectors such as healthcare, tourism and the sharing economy. Digital technologies, artificial intelligence and collaborative platforms play a central role in the evolution of VCC, while also highlighting the importance of considering value co-destruction. The article identifies future research directions, including the impact of emerging technologies and sustainability challenges.