Increasingly, environmental sustainability has become an important consideration for customer value co-creation, which is collaboration between a firm-provider and its customers to jointly create value. Our research question is therefore “how does customer value co-creation (CVC) enhance environmental sustainability?” We argue that attention to CVC globally would significantly enhance environmental sustainability in emerging markets. The findings of the study revealed that firms that do not enhance customer engagement and their environmental sustainability will lose patronage. Secondly, the attitude of most of these tourists who continually visit unclean tourism destinations such as littered beaches and polluted water bodies would continue to make these TDs not improve in their environmental products, hence, performing poorly in environmental sustainability performance. This study makes important contributions to research and practice of connecting customer value co-creation to environmental sustainability in emerging markets. Our study finds out that CVC in emerging markets can result in environmental sustainability.

The modern world is witnessing many technological, demographic, and consumption changes. The purpose of this conceptual article is to combine these shifts into a model that will assist companies to improve plans for the future marketplace. The authors present a new concept, “edited platforms,” as a consumer aware, but company driven, product development model. Examples of the concept are explicated, and projected implications are provided. Propositions for further study are provided, along with suggestions for marketing and theoretical implications.

Purpose: This paper aims to determine what impact an economic recession and recovery had on the selling and non-selling activities of trade show attendees and the subsequent marketing tactic changes.Design/methodology/approach: Samples were collected from an international trade show during the recession (2009) and during the recovery (2013). The responses were analyzed using ANOVA and structural equation modeling to establish significant changes in activities between the periods and to provide a factor model.Findings: Direct selling goals do not change during economic conditions. Intangible priorities increase during recessions.Research limitations/implications: The trade show is limited to one location; therefore, is not a representative sample. Questionnaire design issues did not allow the linking of survey respondents to specific companies; therefore, is not a true longitudinal study.Practical implications: Companies should focus on prospecting, enhancing corporate image and morale, testing and introducing new products and gathering intelligence during economic downturns. Conversely, companies should focus on sales and servicing clients during economic recovery.Originality/value: This is the first research to study the macroeconomic impact on marketing tactics over multiple periods in an international setting. Several accepted selling and non-selling instrument goals are measured in an international context. A new model for structuring trade show goals is developed.

We seek to examine effective collaboration when engaging in value cocreation with the customer for mobile financial services in EMs. Our study is a motivation for multi-stakeholder engagement in value cocreation with financial inclusion of all consumers including marginalized populations. Furthermore, our work discovers that social sustainability is a product of social creativity and results in financial inclusion. We apply a qualitative descriptive methodology utilizing exemplars from extant research and phenomenology to analyze the data from the contexts of Ghana and Kenya. The results show that value is co-created for mobile financial services in networks in emerging markets when actors integrate resources for social and environmental sustainability as essential elements for mobile financial inclusion.