Value Co-Creation in Substance Markets: an Empirical Study

Esi Abbam Elliot, University of Illinois at Chicago, USA
Benet DeBerry-Spence, University of Illinois at Chicago, USA
This study investigates value co-creation in subsistence markets. Specifically, the study seeks to discover how firms (service providers) and micro-entrepreneur customers (customer-MEs) operating in subsistence markets engage in value co-creation and what are the types of value they co-create. A subset research question is how do socio-cultural and environmental factors impact the value co-creation process? The study is conducted using phenomenological interviews and observations in Ghana, West Africa. Findings from this study will extend theories of value co-creation. Additionally, they will contribute to current research streams on creativity and learning and more specifically may be applied to theories of collateral learning (i.e. learning together to build the knowledge base of each partner) and relational-based creativity.
[ to cite ]:
Esi Abbam Elliot and Benet DeBerry-Spence (2011) ,"Value Co-Creation in Substance Markets: an Empirical Study", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 794-795.