B2B Customer Value Co-Creation for Sustainable Machinery in the Food Processing Industry - A Case Study from The Netherlands

This study examines customer-centric vision and sustainable value co-creation in the B2B machine manufacturing industry. It uses a generative approach to explore B2B customer expectations, focusing on co-conception and co-design. Our research aims to integrate customer-centric benefits with sustainability goals through sustainable business models and boundary work theory. In our paper, we examine a growing circular firm in the food processing machinery sector in The Netherlands. Our study is guided by the main research question, "What actions do B2B customers expect for enhanced machinery sustainability?”. We implemented a single case study and a collaborative research framework, integrating business viewpoints to enhance theoret-ical contributions within a qualitative mixed-method approach. Our findings indicate that, reduction and repurposing of water and used water, and machines generating less food waste and processing waste are among the top expectations of the B2B customers. B2B contexts are underrepresented in customer co-creation literature, therefore our paper contributes with empirical findings to this field.