Value Co-Creation in a Manufacturing B2B Context : A Case Study based on the Supplier’s Perspective

Abstract: Purpose: This study aims to highlight the supplier’s perspective in a manufacturing B2B context. The research stresses the importance of business relationships, interaction, and resource integration as value (co-) creating activities. The investigation is based on a theoretical framework, considering S-D logic, ‘service logic’, and IMP. The purpose of this study is specified in one research question; How is value created and co-created in manufacturing industry in a B2B context? Methodology: The method relies on an in-depth qualitative case study of AnVa Polytech AB, a Swedish manufacturing company specialized in moulded rubber products. The research is carried out by conductinginterviews with the case company’s representatives. Findings: The findings contribute to the service research by examining how value is (co-) created in a B2B context as well as how manufacturing companies can become ‘servitized’ without leaving the product-centered approach aside. The authors argue that the existing theories do not cover the complexity of value co- creating activities in a B2B context, rather are more appropriate in a B2C context.