APPENDIX TABLE 1.

Future research guidelines of some important articles.

Sr no	Future research guidelines	Authors
1	This study aimed to proceed with the KM perspective on marketing; still, a lope hole for future research exists in applying the SBKM method to improve marketing effectiveness through KM perspectives both in B2B and broader applications?	Powell and Swart, 2010
2	What kind of communicative skills are required by CSRs in a non-cooperative interaction with consumers that can support value co-creation.	Salomonson et al., 2012
3	We urge future researchers to quantify our framework’s elements of the socio-cognitive construct of customer value with influence tactics.	Hohenschwert and Geiger, 2015
4	What is the difference between the customer and consumer role? Future studies should differentiate among the concept of VCC, value proposition, and co-creation of services based on value proposition?	Muzellec et al., 2015
5	We believe many business networks studies do not capture the multiple perspectives of the involved stakeholders or actors (cf. Aarikka-Stenroos et al., 2014). ecosystem layer application increases the need to involve multiple perspectives and study their diverse interactions, ontology, and complicated methods of research (Spohrer, 2011; Leroy et al., 2013).	Aarikka-stenroos and Ritala, 2017