Abstract: Cooperative marketing efforts is one of the key-stone towards sustainable growth and development of the nation. In such a system, there is an interaction of two or more parties working in tandem with each other. This paper tries to examine the nature of relationship and flow of services through the value co-creation process which is one of the fundamental propositions of the service dominant logic. This paper also examines the role of the cooperative in harnessing the knowledge and skills of its members and also proposes a simple framework to enhance the exchange and creation of value within the system. The understanding of the cooperative marketing system under the value co-creation purview would create a better marketing-grounded understanding of value and exchange.
Key Words: Cooperative Marketing, Service Dominant Logic, Co-Creation, Customer Engagement
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