Two people working together to solve an issue is an example of value co-creation in knowledge-intensive commercial services.

Abstract

In the context of knowledge-intensive commercial services, this article investigates the collaborative process of value co-creation. Through 120 qualitative interviews with suppliers and purchasers of knowledge intensive ser- vices, the thorough exploratory research explores the actions, roles and resources of buyers and suppliers in the reciprocal value co-creation process, and their implications for the resultant value-in-use. This work is grounded on research on service dominance theory, marketing of solutions and professional services, and the economics of service provision. It offers a framework for visualizing value co-creation as a result of a collaborative problem- solving effort between two people, including steps like identifying the issue, brainstorming potential solutions, prototyping those ideas, arranging the necessary steps and resources, resolving any resulting value disputes, and putting the plan into action. As a management tool, the framework helps identify key resources, assign responsibilities to suppliers and customers, promote collaboration, and maximize efficiency. Knowledge-intensive and solutions-oriented businesses may both benefit from the study's findings