The Study of Customer Independent Value Creation: Review, Analysis and Prospects

Li Yao, Zhou Mi, Wang Xinxin

Foreign Economics & Management Vol. 38, Issue 03, pp. 73 - 85 (2016)  DOI:10.16538/j.cnki.fem.2016.03.006

Abstract

Value co-creation is one of the important contents in marketing research in recent years.With the development of consumption practice, value creation has broken through this traditional paradigm.Some foreign scholars propose the concept of customer independent value creation, and several domestic scholars also focus on it and have made some related studies.This paper firstly reviews the background & process of the proposal of customer independent value creation and the differences from related concepts.It summarizes its main features.Then based on a literature review and authors' observations, this paper explores the motivations, patterns and processes of customer independent value creation, and also analyzes its impacts on customers and firms.Lastly, it sums up its research significance and points out future research directions.

Keywords

customer independent value creation; value creation mode; customer dominant logic