- Co-creation inverts the idea of traditional demand and supply. Customer and supplier interact with each other and create value rather than being on opposite sides. - Some critiques of co-creation also talk about how it can be exploitative if everyone involved is not adequately compensated (Cova and Dalli, 2009). Others point out that it might also be seen as a way to manipulate. (Zwick 2008) - This paper largely takes a management perspective - Co-citation analysis methodology to understand the research area's intellectual structure. Co-citations are the number of shared citations between two documents and show their similarities. - The main learning I'm taking away from this paper is how they have effectively converted qualitative information in papers to quantitative data. The techniques used here are quite powerful and can translate to other things. ---- Galvagno, Marco, and Daniele Dalli. "Theory of value co-creation: a systematic literature review." _Managing service quality_ 24.6 (2014): 643-683. - [Link](https://d1wqtxts1xzle7.cloudfront.net/55747233/GalvagnoDalli2014-libre.pdf?1518088216=&response-content-disposition=inline%3B+filename%3DTheory_of_value_co_creation_a_systematic.pdf&Expires=1711700192&Signature=ZmYoxRsdvwct-86G2FmR7PdpRJCjulTMVjfefG2coeGKA9R1pln3f4dpP-SQPMV308JVIAXvDSvBP~jFR7FPkw4x3SqovmObyK-LCGB~LDIwD0EVBXvOSHS92h91GS4n37rAGU3wNE1eL~yI3UpCmqgHHW6YKDlwfQL3cJIIkPzMIe50i33KIPCgfkUJCjD~Xk2xnKz5HQVSkDSKpjReC2Z-umMBRcLJ1XW39pZ0eVeG7nly2TVPYWA-3aPAHM0gd8~LeTgG8niSo00Htgx-CRLeVu~doPu6CQQJITwkYtgK4Vc~yxNyA6xDPN4TCfkeVbjmLxYrNMyxb~~~S6R4lA__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA)