Asociaciones conceptuales, prácticas, críticas y de tendencia en la co-creación de valor: una revisión sistemática de literatura (RSL)

Olga Lucía Hurtado Cardona

Resumen


El propósito de este trabajo es realizar una revisión sistemática de los documentos que caracterizan el uso de análisis estadísticos en torno a la co-creación de valor con el fin de encontrar puntos comunes y divergentes, identificando tendencias de investigación y temas de controversia. La metodología está basada en el análisis de tres bases de datos especializadas tales como Scopus, Web of Science y Publish or Perish, de las cuales se obtuvieron datos y documentos para evaluar su calidad y contenido. Los resultados determinan el surgimiento de elementos que involucran conceptos, prácticas y críticas asociadas a la co-creación de valor. También emerge una discusión alrededor del término co-tendencias, que conlleva a ampliar la mirada de este proceso del marketing en otras situaciones y actores intervinientes en los sistemas de servicio. Las asociaciones realizadas permiten identificar nuevos enfoques en la aplicación del marketing para una efectiva gestión de las organizaciones. Finalmente, se concluye sobre la necesidad de encontrar nuevos mecanismos para la aplicación y significación de la co-creación de valor teniendo en cuenta la participación de distintos stakeholders.


Palabras clave


co-creación de valor, revisión sistemática de literatura, co-tendencias, prácticas de co-creación, críticas en co-creación de valor

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Referencias


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DOI: https://doi.org/10.23878/empr.v12i45.125