... intrinsically different forms of co‐creator engagement (Howe, 2006 ; Whitla, 2009). Our work aims to show a range of distinct co‐creation possibilities available to decision makers. The contexts we explore are indicative of the choices organisations may face when involving co‐creators into the value chain...

... analysis Value chain Value creation is a central concept in the management and organization literature for both microlevel (individual and group) and macrolevel (organization theory and strategic management) research. Yet there is little consensus on what value creation is or on how it can...

...Göran Svensson This article provides a non‐mainstream discussion on the value chain concept, which challenges generally believed positions in the area of supply chain management. The author argues that the ultimate consumer is the trigger in the supply chain. The article discusses the concept...