Abstract
The concept of value cocreation occupies an important space in the landscape of event studies. It captures the changing dynamics in event making, with customers and attendees increasingly seen as vital collaborators and coproducers of value. However, events phenomena are qualitatively different in comparison to the goods and services in other industries, and therefore, it is necessary to develop tailored conceptual tools to fully appreciate the cocreational limits and possibilities. By proposing a spectrum from weak to strong cocreation, it is shown that cocreation is best conceived on a continuum, and that, in its strongest form, can lead to partnerships that no longer resemble the conventional models and vocabularies commonly used in the field. The conceptual contributions of this article lie in capturing the various gradations of cocreation and opening up new research avenues.
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