Value Co-Creation Marketing in the Age After-Corona and With-Corona:

From a Corporate Systems Perspective

Abstract

Coronavirus disease (COVID) related confusion has transformed people’s behavior. At the same time, value creation in the customer's lifeword has become more diverse, complex, and sophisticated. As a result, for firms engaged in value co-creation with customers, the knowledge and skills demanded by customers are now beyond the scope of individual firms. Based on this perspective, value co-creation marketing needs to respond in new ways to fulfill these demands. Under such circumstances, firms that offer a large variety of knowledge and skills required by customers have emerged through a new form of corporate system, which is called a local platform. Therefore, in this study, we discussed a further reach point of value co-creation marketing research, clarified the theoretical and practical issues in today’s coronavirus disaster, and demonstrated the characteristics of the new corporate system through a case study dealing with concern of a local platform. Based on these discussions, we looked forward to new directions for marketing research in the future.