Research on Contextual Management ability of Value Co-creation Marketing:Based on the Case of Electronic Commerce in the Chinese market

Abstract

This paper aims to investigate how companies enhance customer context in the living space by interacting with customers and the processes involved. The approach adopted in this paper is based on the concept of value co-creation marketing. The study examines activities conducted targeting e-commerce operators in the Chinese market through the living space. From the perspective of “willing and capability” in value co-creation marketing, the paper illustrated how service providers with high capabilities intend to enhance context through interactions with customers with varying levels of capability. Additionally, the paper derives the context management capabilities of value co-creation marketing.