Value Co-Creation with Strategic Customers

Our research tries to bridge the gap between the Service Dominant Logic (SDL) paradigm and strategic account management (SAM) research to answer the question: how is value “co-created” within a supplier and strategic customer networks? we develop the theory through an interpretative approach and our findings help to better understand how the SDL program of value co-creation translates into supplier and strategic customer networks: the customer network is first used by the supplier to create some understanding of end users’ behaviours and to act upon them whereas the supplier network creates then the “fit” with the strategic customer’s or its end user’s expectations by delivering a service offering targeting at performance or supply chain integration.