Is value the holy grail for every company? Definitely it is something executives, investors and researchers are interested in since decades. If we only look at 4 major strategy journals over the last 20 years (Strategic Management Journal, California Management Review, Harvard Business Review...

In this article, we propose co-creation as a more efficient and effective way of formulating and implementing strategy. We rely on the foundations of procedural justice theory which states that when a decision making process is considered as “fair”, people to whom the process is applied...