Actor engagement as a microfoundation for value co-creation

The starting point for this research is that value co-creation is difficult to observe empirically, whereas actor engagement is observable and thus more likely to be designable and manageable. Informed by the microfoundation movement in strategic management, actor engagement is conceptualized as a microfoundation for value co-creation within the context of a service ecosystem. Using a trans-disciplinary perspective, actors are viewed not only as...