VALUE CO CREATION MODEL (CO LEARNING AND CO SERVICE DESIGN) FOR RESPONSIBLE CONSUMPTION (THE CASE OF CONSUMPTION OF LOCAL AND EXPORTED ORGANIC VEGETABLES) LITERATURE REVIEW
Research related to agribusiness marketing strategies is something that still needs to be done in the field of marketing science. Especially by using value co reation (creation of value) which has been done a lot of research in recent years. This article is a review of the existing conditions of marketing strategy research using Value Co Creation. The review begins with an analysis of the characteristics of the value co-creation model reported through the literature. In this review study, the variables used were used: commodities cultivated, cases in countries that produce and consume organic vegetables both locally and exported, empiric data, decision making in strategy creation (Co learning and Co Service Design) and data tabulation. The second stage of the review is to use a Bibliographic map to analyze the area of the marketing strategy whether it has used Value Co creation. In the results it was found that the area of marketing strategy is collaboration and competition, the relationship between Co learning and co service design in research. In addition, the main role of the marketing strategy is product education, content, service management, service design, online service including in the value co creation modelling, furthermore this model is important in combining value co creation in marketing strategy theory related to increasing the number of consumers and responsible consumption for organic vegetables as a basic part of the model design.
value co creation, responsible consumption and production, vegetables, organic, local, export, PRISMA, systematic literature review