Measuring maturity of value co-creation practices and its influence on market performance

Purpose The purpose of this paper is to propose a model to measure maturity in value co-creation practices and to evaluate its relationship with the market performance of textile companies. Design/methodology/approach The data were obtained through quantitative research with 100 companies of the Brazilian textile sector. A structural equation modeling was performed to verify the relationship between the constructs of the proposed model. Findings The results confirm the proposed model and show that, in addition to a direct impact, the relationship between the maturity of value co-creation practices and market performance also occurs indirectly, by meeting customer expectations. Value co-creation processes can meet customer expectations, leading the company to better market performance. Originality/value A model for assessing the maturity of value co-creation practices enables companies to diagnose their current situation, thereby supporting them in managing these practices and leading to better market performance.