The value co-creation in automotive-3PL relationship management : A case study in Sweden

Abstract: Background: The discussion regarding value co-creation begins within the field of service marketing, it tells that the value is mutually created in process between the firms and the customers. And that concept has been developed further in many aspects, such as B2B context in which the knowledge intensive industry is involved. Many researchers have argued the importance of value co-creation and emphasized on the need of more studies within business practices. In this study, the particular automotive-3PL relationship would be added in to explore the empirical study of value co-creation. Purpose: The main purpose of the thesis is to study how value co-creation can be managed and achieved from the perspectives of 3PL providers and the users within automotive industry. Method: Through the qualitative research approach, the comprehensive knowledge, which includes the 3PL providers and users’ insights and undertaken behaviours behind the value co-creation is obtained after conducting eight semi-structured interviews in a case study. Conclusion: The results show that the value co-creation is actualized when 3PL providers and automotive users together actively participate in a certain process, in which the offering, interaction and learning are the core activities that should be maintained circularly. Furthermore, the high level of relationship commitment and trust should be sustained between actors.