Notice of Retraction: Developing measures of customerization capabilities for value co-creation with customers

Researchers and managers increasingly view the value co-creation with customers as a critical way to gain sustainable competitive advantages. However, in a search for this new competitive strategy, the literature on value co-creation largely overlooked methodological issues such as measurement. Using empirical data collected in the middle of China, this study provides the first empirical examination into the measures of the unique competence in a co-creation system. The measures satisfy key measurement criteria including unidimensionality, convergent validity, discriminant validity, and reliability. The results of this study evidence that the competitive advantages generated from co-creation with customers are significantly different from those generated from traditionally isolated value creation system. The empirical evidence also supports the logic of co-creation system that customer interaction may generate benefits for firms across industries.