Value co-creation: a metatheory unifying framework and fundamental propositionsSaha, Victor; Hollebeek, Linda Desiree; Venkatesh, Mani; Goyal, Praveen; Clark, MoiraMarketing Intelligence & Planning2025 / p. 574-603 https://doi.org/10.1108/MIP-03-2024-0163 Article at Scopus