Understanding the spill-over effect of value co-creation in buyer–supplier interactions: a strategic view

Purpose This study aims to explore how the co-created value arising from integrated solutions results in both, intended and spill-over effects. Design/methodology/approach The research uses a qualitative multi-level field study, with data from 12 respondents in 1 supplier firm and 29 respondents from 10 buying firms. Findings The resulting propositions suggest that co-created value developed through exploitative and emerging strategies, each may...