Purpose – A common thread in the modern marketing theories, such as service‐dominant logic and viable systems approach, is the notion value co‐creation: the locus of value creation is no longer perceived to reside within firm boundaries but value is considered to be co‐created among...

Purpose – Research on value co‐creation has gained ground rapidly but remained at a very theoretical level. Thus, it has provided relatively little insight into the nature of individual processes of service provision/value creation, and how firms interact with their customers and contribute...