The paper presents a literature review on co-creation, which is summarized into emerging research areas and insights as a basis for a future research agenda for value co-creation. The search methodology is based on a keywords search on ISI Web of Knowledge, leading to 82 articles with a summary of four emerging subject areas within marketing science, service management, new product development & innovation and general business and management. The four subject areas lead to new key driving forces of value co-creation by involving the customers in experience networks, where both creating and sustaining a rewarding virtual customer environment should not be underestimated. Co-creation is also a key component within service management, where a product is mainly an enabler of a service, and it influences the general field of product development and innovation. Customers are engaged through company-customer interaction events, which are extremely personal with unique products, services and experiences. In general the paper is starting up a conceptual refinement on value co-creation by addressing the key characteristics of current literature and driving forces of co-creation.
value co-creation; literature review; research stream