Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation

Hannu Makkonen, Jaakko Aspara, Christian Grönroos, Matti Mäntymäki, School of Marketing and Communication, University of Vaasa, School of Business, Aalto University, Hanken School of Economics, Turku School of Economics, University of Turku

Marketing Theory

Published online on February 26, 2026

Abstract

Marketing Theory, Ahead of Print.
Conceptual clarity is fundamental to accumulating knowledge in marketing science. This study investigates the construct of value co-creation to assess its conceptual clarity in the academic literature and inform broader theory development in marketing. ...