Value co-creation in B-to-B environments

Purpose The purpose of this paper is to describe the way in which B-to-B relationships are built, based on commitment and trust affecting value co-creation (VcC) and resulting in greater or lesser economic and social satisfaction and the manager’s perception of the delivered value (business customer value) moderating these effects. Design/methodology/approach Through a means-end approach, a causal model is estimated with PLS using a sample of...