{"id":"https://openalex.org/W4407965249","doi":"https://doi.org/10.3390/su17052021","title":"TCM-AVC Model: A Systematic Literature Review on Value Co-Creation in B2B and Research Agenda","display_name":"TCM-AVC Model: A Systematic Literature Review on Value Co-Creation in B2B and Research Agenda","publication_year":2025,"publication_date":"2025-02-26","ids":{"openalex":"https://openalex.org/W4407965249","doi":"https://doi.org/10.3390/su17052021"},"language":"en","primary_location":{"id":"doi:10.3390/su17052021","doi":"https://doi.org/10.3390/su17052021","is_oa":true,"landing_page_url":"https://doi.org/10.3390/su17052021","pdf_url":null,"source":{"id":"https://openalex.org/S10134376","display_name":"Sustainability","issn_l":"2071-1050","issn":["2071-1050"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainability","raw_type":"journal-article"},"volume":null,"type":"review","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.3390/su17052021","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5052943791","display_name":"Fawad Ullah","orcid":"https://orcid.org/0000-0003-4012-8087","observed_orcids":["https://orcid.org/0000-0003-4012-8087"]},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Fawad Ullah","raw_affiliation_strings":["Marketing at Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"],"raw_orcid":"https://orcid.org/0000-0003-4012-8087","affiliations":[{"raw_affiliation_string":"Marketing at Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5055530650","display_name":"Shen Lei","orcid":"https://orcid.org/0000-0003-1019-5481","observed_orcids":["https://orcid.org/0000-0003-1019-5481"]},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Shen Lei","raw_affiliation_strings":["Marketing at Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Marketing at Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5056015409","display_name":"Jon K. Newton","orcid":"https://orcid.org/0009-0005-9943-1568","observed_orcids":["https://orcid.org/0009-0005-9943-1568"]},"institutions":[{"id":"https://openalex.org/I258800397","display_name":"New York University Shanghai","ror":"https://ror.org/02vpsdb40","country_code":"CN","type":"education","lineage":["https://openalex.org/I258800397","https://openalex.org/I57206974"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jon K. Newton","raw_affiliation_strings":["Organizational Psychology at New York University, Shanghai 200124, China"],"raw_orcid":"https://orcid.org/0009-0005-9943-1568","affiliations":[{"raw_affiliation_string":"Organizational Psychology at New York University, Shanghai 200124, China","institution_ids":["https://openalex.org/I258800397"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5065802804","display_name":"Daniel Lund","orcid":"https://orcid.org/0000-0002-5295-4960","observed_orcids":["https://orcid.org/0000-0002-5295-4960"]},"institutions":[{"id":"https://openalex.org/I4399598376","display_name":"British Management University in Tashkent","ror":"https://ror.org/05ck7c689","country_code":"UZ","type":"education","lineage":["https://openalex.org/I4399598376"]}],"countries":["UZ"],"is_corresponding":false,"raw_author_name":"Daniel W. Lund","raw_affiliation_strings":["Graduate Programs and Executive Education, Organizational Psychology at British Management University, Tashkent 100001, Uzbekistan"],"raw_orcid":"https://orcid.org/0000-0002-5295-4960","affiliations":[{"raw_affiliation_string":"Graduate Programs and Executive Education, Organizational Psychology at British Management University, Tashkent 100001, Uzbekistan","institution_ids":["https://openalex.org/I4399598376"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5055530650"],"corresponding_institution_ids":["https://openalex.org/I181326427"],"apc_list":{"value":2400,"currency":"CHF","value_usd":2896},"apc_paid":{"value":2400,"currency":"CHF","value_usd":2896},"fwci":2.0336,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.8721374,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":99},"biblio":{"volume":"17","issue":"5","first_page":"2021","last_page":"2021"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11114","display_name":"Service and Product Innovation","score":0.9911999702453613,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11114","display_name":"Service and Product Innovation","score":0.9911999702453613,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.007199999876320362,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10910","display_name":"Corporate Governance and Management","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/value-co-creation","display_name":"value co-creation","score":1.0},{"id":"https://openalex.org/keywords/b2b-marketing","display_name":"B2B marketing","score":0.8960000276565552},{"id":"https://openalex.org/keywords/relationship-quality","display_name":"relationship quality","score":0.8790000081062317},{"id":"https://openalex.org/keywords/research-agenda","display_name":"research agenda","score":0.46000000834465027}],"concepts":[{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.5668982267379761},{"id":"https://openalex.org/C2986652750","wikidata":"https://www.wikidata.org/wiki/Q11700776","display_name":"Value creation","level":2,"score":0.545253336429596},{"id":"https://openalex.org/C2781155252","wikidata":"https://www.wikidata.org/wiki/Q2270945","display_name":"Co-creation","level":2,"score":0.4656437635421753},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.4415149688720703},{"id":"https://openalex.org/C189708586","wikidata":"https://www.wikidata.org/wiki/Q1504425","display_name":"Systematic review","level":3,"score":0.426796555519104},{"id":"https://openalex.org/C539667460","wikidata":"https://www.wikidata.org/wiki/Q2414942","display_name":"Management science","level":1,"score":0.39076051115989685},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3760720491409302},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3680252432823181},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3580717444419861},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3215881586074829},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.29981064796447754},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.282129168510437},{"id":"https://openalex.org/C2779473830","wikidata":"https://www.wikidata.org/wiki/Q1540899","display_name":"MEDLINE","level":2,"score":0.11536964774131775},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/su17052021","doi":"https://doi.org/10.3390/su17052021","is_oa":true,"landing_page_url":"https://doi.org/10.3390/su17052021","pdf_url":null,"source":{"id":"https://openalex.org/S10134376","display_name":"Sustainability","issn_l":"2071-1050","issn":["2071-1050"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainability","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:gam:jsusta:v:17:y:2025:i:5:p:2021-:d:1600490","doi":null,"is_oa":false,"landing_page_url":"https://www.mdpi.com/2071-1050/17/5/2021/","pdf_url":null,"source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/su17052021","doi":"https://doi.org/10.3390/su17052021","is_oa":true,"landing_page_url":"https://doi.org/10.3390/su17052021","pdf_url":null,"source":{"id":"https://openalex.org/S10134376","display_name":"Sustainability","issn_l":"2071-1050","issn":["2071-1050"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainability","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[{"id":"https://openalex.org/study-designs/systematic-review","display_name":"Systematic Review"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":84,"referenced_works":["https://openalex.org/W370667082","https://openalex.org/W919187098","https://openalex.org/W1926843554","https://openalex.org/W1964741967","https://openalex.org/W1968743566","https://openalex.org/W1978437131","https://openalex.org/W1992228119","https://openalex.org/W1992685669","https://openalex.org/W1999102038","https://openalex.org/W2015846187","https://openalex.org/W2029288371","https://openalex.org/W2033164103","https://openalex.org/W2041178121","https://openalex.org/W2042152554","https://openalex.org/W2046500054","https://openalex.org/W2068581935","https://openalex.org/W2076313701","https://openalex.org/W2076473563","https://openalex.org/W2084577791","https://openalex.org/W2090737755","https://openalex.org/W2093138545","https://openalex.org/W2128698837","https://openalex.org/W2132464911","https://openalex.org/W2133880275","https://openalex.org/W2135526934","https://openalex.org/W2139041217","https://openalex.org/W2139921829","https://openalex.org/W2170430750","https://openalex.org/W2206367825","https://openalex.org/W2296944348","https://openalex.org/W2346161568","https://openalex.org/W2395773831","https://openalex.org/W2399281872","https://openalex.org/W2418146398","https://openalex.org/W2572622971","https://openalex.org/W2736004726","https://openalex.org/W2751556892","https://openalex.org/W2756476037","https://openalex.org/W2762366005","https://openalex.org/W2766409330","https://openalex.org/W2766476787","https://openalex.org/W2767403832","https://openalex.org/W2769918765","https://openalex.org/W2773870974","https://openalex.org/W2784037731","https://openalex.org/W2789862102","https://openalex.org/W2793174271","https://openalex.org/W2883097950","https://openalex.org/W2899132321","https://openalex.org/W2908775086","https://openalex.org/W2912196380","https://openalex.org/W2913613255","https://openalex.org/W2924858206","https://openalex.org/W2949363231","https://openalex.org/W2954061946","https://openalex.org/W2974428064","https://openalex.org/W2980736592","https://openalex.org/W2982795871","https://openalex.org/W2985551593","https://openalex.org/W3001554335","https://openalex.org/W3009508387","https://openalex.org/W3015050228","https://openalex.org/W3027323858","https://openalex.org/W3089589649","https://openalex.org/W3114050821","https://openalex.org/W3121509092","https://openalex.org/W3140387869","https://openalex.org/W3155574384","https://openalex.org/W3183162331","https://openalex.org/W3193842064","https://openalex.org/W3196831386","https://openalex.org/W4281931066","https://openalex.org/W4288074314","https://openalex.org/W4290850781","https://openalex.org/W4294276227","https://openalex.org/W4302282252","https://openalex.org/W4312109381","https://openalex.org/W4317547174","https://openalex.org/W4317607551","https://openalex.org/W4386178383","https://openalex.org/W4387519807","https://openalex.org/W4390699244","https://openalex.org/W4390747603","https://openalex.org/W4400720383"],"related_works":["https://openalex.org/W3015547216","https://openalex.org/W3029963425","https://openalex.org/W2798241648","https://openalex.org/W2759979738","https://openalex.org/W1993326409","https://openalex.org/W2619157846","https://openalex.org/W2939937367","https://openalex.org/W2413674423","https://openalex.org/W2596218931","https://openalex.org/W4206549501"],"abstract_inverted_index":{"The":[0,190],"frequency":[1],"of":[2,50,74,127,137,144,148,180,204,247],"publications":[3],"on":[4],"value":[5,62],"co-creation":[6],"(VCC)":[7],"in":[8,14,52,71,242],"marketing":[9],"has":[10],"significantly":[11],"increased.":[12],"However,":[13],"business-to-business":[15],"(B2B),":[16],"it":[17],"is":[18,22],"underexplored,":[19],"and":[20,28,39,43,68,80,85,95,98,112,142,146,172,201,206,235,250,258],"there":[21],"no":[23],"consensus":[24],"regarding":[25],"its":[26],"antecedents":[27,42,145,205],"consequences.":[29],"This":[30],"systematic":[31],"literature":[32],"review":[33],"(SLR)":[34],"aims":[35],"to":[36,45,124,134,177,244,255],"identify,":[37],"define,":[38],"categorize":[40],"the":[41,60,72,100,125,135,140,165,178,181,194,210,245],"consequences":[44,147],"have":[46],"a":[47,56,157],"better":[48],"comprehension":[49],"VCC":[51,138,149,253],"B2B.":[53],"We":[54,103],"conducted":[55],"comprehensive":[57],"search":[58],"for":[59,89,109,118,226,239],"keyword":[61],"co-creation,":[63],"B2B,":[64],"relationships,":[65],"antecedents,":[66],"consequences,":[67,207],"relationship":[69],"quality":[70],"Web":[73],"Science":[75],"(WoS)":[76],"core":[77],"collection":[78],"database":[79],"Scopus.":[81],"By":[82],"following":[83],"Denyer":[84],"Tranfield\u2019s":[86],"five-step":[87],"approach":[88],"SLR,":[90],"we":[91,162],"established":[92],"research":[93,136],"questions":[94],"selected,":[96],"analyzed,":[97],"synthesized":[99],"relevant":[101,129],"studies.":[102],"also":[104],"followed":[105],"Preferred":[106],"Reporting":[107],"Items":[108],"Systematic":[110],"Reviews":[111],"Meta-analysis":[113],"(PRISMA":[114],"2009,":[115],"2020)":[116],"guidelines":[117],"screening":[119],"articles,":[120],"which":[121,155,174,222],"led":[122],"us":[123,176],"analysis":[126],"39":[128,166],"articles.":[130],"Our":[131],"findings":[132,211,230],"contribute":[133],"through":[139],"identification":[141],"categorization":[143],"into":[150,199,218],"20":[151,197],"initial":[152],"groups,":[153],"respectively,":[154],"provided":[156],"holistic":[158],"view.":[159],"Furthermore,":[160],"notably,":[161],"revealed":[163],"that":[164],"papers":[167,215],"employed":[168],"30":[169],"theoretical":[170],"frameworks":[171],"models,":[173],"guided":[175],"presentation":[179],"Theories":[182],"Context":[183],"Methods\u2014Antecedents":[184],"Value":[185],"Co-creation":[186],"Consequences":[187],"model":[188,191],"(TCM-AVC).":[189],"further":[192],"reduced":[193],"initially":[195],"identified":[196],"groups":[198],"6":[200],"5":[202],"categories":[203],"respectively.":[208],"Additionally,":[209],"extracted":[212],"from":[213],"those":[214],"were":[216],"segregated":[217],"eight":[219],"novel":[220],"streams,":[221],"opened":[223],"fresh":[224],"avenues":[225],"future":[227],"research.":[228],"These":[229],"collectively":[231],"enrich":[232],"our":[233],"understanding":[234],"provide":[236],"practical":[237],"implications":[238],"business":[240],"practitioners":[241],"regards":[243],"implementation":[246],"short-,":[248],"medium-,":[249],"long-term":[251],"sustainable":[252,259],"strategies":[254],"be":[256],"effective":[257],"co-creators.":[260]},"counts_by_year":[{"year":2026,"cited_by_count":5},{"year":2025,"cited_by_count":1}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2025-10-10T00:00:00"}
