Palabras clave
intentionality
co-creation of value in marketing
organizations
literature review Aplicabilidad
intencionalidad
co-creación de valor en marketing
organizaciones
revisión de literatura
Cómo citar
Resumen
La co-creación de valor en el marketing es un fenómeno que ha sido estudiado por la comunidad científica, sin embargo, se requiere una mayor profundización sobre la aplicabilidad de co-creación de valor en las organizaciones, por lo que el propósito del presente artículo es identificar las intencionalidades de la co-creación de valor en el marketing. Se emplea una revisión sistemática de literatura, en el marco de la cual se analizaron 96 trabajos publicados en la base de datos scopus. Como principales resultados se identificaron nueve intencionalidades de la co-creación de valor relacionadas con el marketing en las organizaciones: las características, la mediación de las TIC, las marcas, la innovación, el emprendimiento, las lógicas del servicio, las relaciones observadas, los estudios críticos y las intencionalidades diversas. Se concluye que es amplia la utilización de la co-creación de valor, sin embargo, se requiere mayor investigación crítica y empírica de la co-creación de valor en las lógicas desde las cuales se conciben.
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