#5258. An ecosystem perspective synthesis of co-creation research

August 2026publication date
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Journal’s subject area:
Marketing;
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Abstract:
Extant research examines numerous aspects of co-creation and offers a volume of important insights. We seek to build a clear understanding of the resulting co-creation research landscape. This paper presents a systematic review of co-creation research published during 20XX–20XX, organizing 339 works to accomplish two important goals. First, we provide a descriptive overview of co-creation research along aspects of: (1) journal-wise publication trend, (2) research method, (3) business and industry context, (4) study sample, and (5) marketing domain. Several future research opportunities emerge along each dimension. Second, we synthesize the co-creation literature from an ecosystem perspective. This conceptual segment of the review identifies actors and relationships within the co-creation ecosystem, exposes five ecosystem contingencies of co-creation, namely, adversity, compatibility, complementarity, opportunity and uniqueness, and explains how outcomes of co-creation are shared by co-creators. The results narrate the current state of the co-creation literature and contribute insights and propositions which set directions for future research.
Keywords:
Co-creation; Co-production; Ecosystem; Literature review; Value

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