Abstract
New service businesses such as Amazon have a common characteristic: they play a role of platform that orchestrates and facilitates value co-creation by customers and providers. In the value co-creation process customers and providers interact each other and co-create new value, while the value orchestration platform invites customers and providers to "get on board" and facilitates the process and leaves the control entirely to providers and sometimes to customers as well.
First, we open up value co-creation process into four phases, i.e., co-experience, co-definition, co-elevation and co-development. Then, by relating it to the process model, we argue three management strategies for orchestrating value co-creation, i.e., involvement, curation and empowerment strategies.
