Pricing co-created value: an integrative framework and research agenda

Two-sided markets, free pricing, and offerings with network externalities represent exciting variations in the market. And while all embody theoretical advancements in marketing describing situations where firms and customers collaborate in the co-creation of value, heretofore they have received limited exploration in fundamental models of pricing. Seeking to fill this gap, we delve into the co-creation literature in search of conceptual...