Value Co-Creation Marketing in the Age After-Corona and With-Corona:

Abstract

Coronavirus disease (COVID) related confusion has transformed people’s behavior. At the same time, value creation in the customer's lifeword has become more diverse, complex, and sophisticated. As a result, for firms engaged in value co-creation with customers, the knowledge and skills demanded by customers are now beyond the scope of individual firms. Based on this perspective, value co-creation marketing needs to respond in new ways to fulfill these demands. Under such circumstances, firms that offer a large variety of knowledge and skills required by customers have emerged through a new form of corporate system, which is called a local platform. Therefore, in this study, we discussed a further reach point of value co-creation marketing research, clarified the theoretical and practical issues in today’s coronavirus disaster, and demonstrated the characteristics of the new corporate system through a case study dealing with concern of a local platform. Based on these discussions, we looked forward to new directions for marketing research in the future.

Keywords

• value co-creation
• knowledge and skill
• resource acquisition
• local platform