[Dhaka * et. al., Vol.3(Iss.2):February,2015] ISSN- 2350-0530(O) ISSN- 2394-3629(P) DOI: https://doi.org/10.29121/granthaalayah.v3.i2.2015.3037 Management INTERNATIONAL JOURNAL of RESEARCH –GRANTHAALAYAH A knowledge Repository Http://www.granthaalayah.com© International Journal of Research -GRANTHAALAYAH [20-37] CO-CREATION: LITERATURE REVIEW AND RESEARCH ISSUES Sunishtha Dhaka *1 *1 Assistant Professor, Manipal University Jaipur, INDIA *Correspondence Author: dsunishtha@gmail.com Abstract: Co-Creation has attracted serious research attention in the recent past. Purpose of this paper is to review co-creation research, classify research articles according to the two approaches, content and process and on the basis of methodologies used in the articles and find the gaps in the literature for better co-creation research. A total of 110 articles from 53 refereed journals are classified into six categories on the basis of content approach: Value co-creation, co- creation, customer engagement, co-innovation, co-destruction and customer network. Research methodologies were classified into conceptual, empirical, descriptive, exploratory and experimental approaches. This study finds lacking in co-creation evaluation and implementation as well as better facilitation of co-creation value chain and processes. This paper could be helpful for business managers as well as for the firms to understand co-creation efficiency and to regain the customer’s satisfaction, trust and loyalty to facilitate customers to innovate and enhance competitive advantage. Keywords: Value co-creation, Co-creation, Innovation, Customer satisfaction, Competitive advantage, customer network. Cite This Article: Sunishtha Dhaka, “Co-Creation: Literature Review and Research Issues.” International Journal of Research – Granthaalayah, Vol. 3, No. 2(2015): 20-37. 1. INTRODUCTION Customer satisfaction and service quality are considered as a fundamental marketing framework to determine customer loyalty. Service sector plays important role in development and growth of any country. Services also play a vital role in the economies of both developed and developing countries. Today service sector plays important role in the economy’s growth and also enrich key role in business growth too. In the increased competition, requirement of better quality and creation of value has raised. Co-creation can be one of the modes of creating value in service sector. Co- creation is a strategic tool that emphasizes the generation of mutual and ongoing realization of mutual firm-customer value. When the customers is engaged/ involved willingly and unwillingly with the business process in any form by shared or personal resources, to provide meaningful output in the growth of the company. Co-creation provides forum for customers and firms to share combine and renew each other’s resources and capabilities to create value through new forms of interaction, service and learning mechanisms. To achieve the competitive advantage and to gain the customer satisfaction and customer retention, service industry should look in the extent of co-