Article

Co-Creation vs Co-Production: We Need Clarification

2026-01-28

Abstract excerpt

<title>Abstract</title> <p>The persistent confusion between co-creation and co-production continues to constrain both theoretical progress and managerial practice in service marketing. This study addresses the conceptual ambiguity surrounding these two constructs within the framework of Service-Dominant Logic (SDL) and calls for renewed academic attention to their boundaries. A systematic literature review coveri...

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Literature Corpus work: 098187c0-105f-5e85-b8da-98437bbbfe4a
DOI: 10.21203/rs.3.rs-8703659/v1

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