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Value co-creation has managed to attract the attention of businesses and consumers because of the benefits it brings to them. In its broad conception, value co-creation can be defined as “a joint initiative through which suppliers and beneficiaries create value together” (Prahalad & Ramaswamy, 2004b). Indeed, this concept has changed the roles of producers and consumers that were previously limited to the production and consumption of the products produced by the firm. Consumers can now interact with firms to benefit together from the co-created value (Prahalad & Ramswamy, 2004a). Thus, both actors are considered both producers and beneficiaries (Payne et al., 2008).
Value co-creation has been extended to cover virtually all areas of goods and services and to integrate the concerns of firms and consumers to create sustainable development. This is referred to as sustainable value-co-creation, defined by Keeys and Huemann (2017) as “an iterative process that can be used as a strategy to achieve sustainable development and takes into account multiple stakeholders”.
In real terms, sustainable value co-creation bears on factors that affect consumers and producers in the production and consumption process. Therefore, both value co-creation and sustainable development represent real added value for the firm in which stakeholders operate. The relationship between value co-creation and sustainability can thus improve the co-design of sustainable products, co-production, co-learning, and the process of value co-discovery and co-created value (Dietric…


Sustainable value co-creation play a crucial role in the sustainable development practices of companies. There remains a need to better understanding of the consequences of this collaboration between the company and its customers prompting us to study its interest and its consequences. This research aims to examine the impact of sustainable co-creation actions on the reputation and brand equity of the company. It is in this sense that we are undertaking this research to show to what extent sustainable development can contribute to improving companies’ reputation and brand equity. A quantitative study was carried out with 84 costumers who were “co-creators of sustainable value” as part of an action taken by a service company. The results of this research revealed that the co-creation of sustainable value co-creation is an antecedent to the reputation of the company and has a positive influence on it. For its part, reputation influences brand equity. The relationship between these two variables is positively influenced by the credibility of the brand. It is in this sense that, from a managerial point of view, this research will help professionals better understand and anticipate the behavioral reactions of co-creator consumers by inviting them to participate in sustainable development. In addition, the consumer is looking for a social link in the co-creation process, and it is therefore important for the company to place the consumer at the center of the activity of co-creation. The consumer will therefore be more satisfied, involved in the action’ and thus better able to judge the company.

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Nour El Houda Mlika
Nour El Houda MLIKA holds a master’s degree from the High Commercial Studies Institute (IHEC), where she specialized in management and marketing research. Always staying proactive, she participated in a variety of activities to put her talent to good use. Indeed, during her university years, she was an active member at both AIESEC Carthage and Rotaract Club Tanit Carthage. After receiving her master’s degree, Nour El Houda tackled the international trade sector. She is now a marketing researcher and a project manager in a Tunisian export consultancy company named “ADMEDERA CONSULTING EXPORT”.
Dr. Dorsaf Dellech Debabi
Dr. Dorsaf Dellech DEBABI has a PHD in management sciences of marketing (ESC Tunisia). She has the university accreditation to supervise research. She taught in many universities around Tunisia such as the National School of Engineers Monastir, the Institute IHET Carthage (Institute of higher tourist studies) and the IHEC Carthage (High Commercial Studies Institute). Currently, she is an assistant professor at business school “IHEC” Carthage, member of many research association and organization: Member of the organization committee of the Association’s conference Tunisian Marketing, member of association ARMAN “Marketing and Negotiation Research Association” and Member of the “Marketing Methods” research unit of the Tunis Business School. Her research and teaching areas are: sustainable development, intercultural negotiation and marketing audit.
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