Document Type : Research Paper
Authors
1 Full Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran.
2 Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran.
3 Associate Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran.
4 Ph.D student in of marketing management / Allameh Tabataba'i university
Abstract
Digital transformation converted traditional service models into intelligent, data-driven, and experience-oriented ecosystems. In this context, trust has emerged not only as an ethical value but also as an intangible and strategic asset critical for the continuity, legitimacy, and innovation of Businesses. However, traditional approaches to building trust, which relied on one-way business–customer interactions, are insufficient for the needs of Stakeholders. This study aims to extract and articulate a conceptual framework of “trust and co-creation”. Using systematic literature review and Meta synthesis of 32 qualitative Articles contributes 7 key components: trust, co-creation, Digital transformation, Leadership, innovation, organizational learning and Stakeholders Experience. The findings indicate that trust is not only a prerequisite for successful smart transformation but is also reproduced through interactive processes among Stakeholders. The final framework comprises 7 fields which enriches the theoretical literature on Trust and co-creation while providing managers and policymakers with actionable guidance to design and implement trust-building and experience-oriented strategies in smart Ecosystems.
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