مجلة التمويل والاستثمار والتنمية المستدامة
Volume 10, Numéro 2, Pages 348-363
2025-12-29

Optimizing The B2c Value Co-creation Process In The Digital Era: Integrating The Dart And Cbcb Models To Enhance Perceived Value



Authors : Touati Lydia . Saidani Amel .

Abstract

This article provides a retrospective analysis of the foundational conceptual frameworks of value co-creation, with a particular emphasis on two models: the organizational DART model and the behavioral CBCB model. Drawing on an integrative analysis, the objective is to propose a conceptual framework that combines these two approaches in order to optimize the process of value co-creation and enhance consumers’ perceived value. This proposition opens new avenues for reflection in both research and practice related to co-creation in the era of digitalization

Keywords

DART model ; CBCB model ; perceived value ; digitalization ; Value co-creation

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