Phd in MGT

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Role of Multi-Actors and Digital Service Systems for Value Co Creation Process
(UMT, Lahore, 2022) Farhan Azmat Mir
Purpose: Value co-creation is proving to be a game changing phenomenon for modern firms, yet many organizations are still following the traditional approach to value creation. A transition is required to actively involve key stakeholders in the process of generating overall value and creating memorable experiences. Research aims to understand how value co-creation takes place in complex service systems that comprise interactions between multiple human actors and digital service systems. Answering the question on how value is co-created, aims at providing clues to practitioners on how value co-creation initiatives could be managed within service systems. Exploration of the value co-creation process will also provide insights on required roles of human and digital service systems for sustainable value outcomes.