ABSTRACT
Value co-creation has gained increased attention among scholars of business management, marketing and supply chain management since the early 2000s. It represents a movement away from organisations defining value to their customers to a more participative process in which people and companies generate and develop meaning. Within the field of agribusiness, the dynamic market situation makes the concept of value co-creation worthy of investigation. The aim of this paper is to review the value co-creation literature in relation to the agri-food sector with a particular focus on the horticulture market. The study identified and analysed peer-reviewed journal articles published between 2000 and 2018, which were retrieved from two online subscription databases. The papers were classified according to the value co-creation issue, focus, orientation, business setting, methodology, and the directions for future research. The analysis showed that value co-creation research in the agribusiness sector is limited but emerging, with the majority of papers published in the past five years. There are a limited number of studies in the horticultural industry. Agri-food along with horticulture has shifted from conventional to a modern marketing perspective, twinned with new marketing providers and channels. Behavioural change, innovation, and environmental issues were also key foci of these value co-creation studies. Recommendations for future research include an empirical focus on the horticulture industry especially in developing countries.
