Understanding the Role of ‘Process’ in Value Co-Creation

Existing research on value co-creation enumerates value as an outcome of co-creation process The purpose of this article is to lay emphasis on process, not only for its role in co-creation of value but process itself being a value. Process has been largely studied from the viewpoint of value creating framework between firm and customer. Value co-creation is divided into three phases i.e., pre, during and post value co-creation phase to make an elaborated inquiry of process aspect. Interaction implicit in co-creation is deemed to be the source of value for customers. The result provides fresh perspective on process dimension along with its significance as a value proposition for both firm and customer.