Value co-creation practices and capabilities: Sustained purposeful engagement across B2B systems

Javier Marcos-Cuevas, Satu Nätti, Teea Palo, Jasmin Baumann

Research output: Contribution to journalArticlepeer-review

127 Citations (Scopus)
21 Downloads (Pure)


The paradigm of value co-creation in business markets is now well established in the marketing literature. However, the practices and capabilities for collaborative value co-creation are less understood, particularly in increasingly boundary-less interorganizational, network and ecosystem relationships. This paper describes sets of practices that organizations in business markets adopt to co-create value. We provide a theoretically-grounded, empirically-informed classification of value co-creating practices, identifying the underlying capabilities needed to realize value in B2B systems. We adopt a case study approach utilizing various methods of data collection to explore co-creation practices from four organizations. The analysis reveals that ‘sustained purposeful engagement’ underpins the organizations' ability to co-create and capture value. Implications for organizations willing to develop co-creation capabilities and practices are discussed.
Original languageEnglish
Pages (from-to)97-107
Number of pages11
JournalIndustrial Marketing Management
Early online date26 May 2016
Publication statusPublished - Jul 2016


  • Value co-creation
  • organizational practices
  • organizational capabilities
  • co-production
  • B2B networks

Cite this