Mobeen ul Haq2025-08-062025-08-062022https://escholar.umt.edu.pk/handle/123456789/4525Value co-creation (VCC) has been promulgated as a concept that seeks to challenge the traditional approach to value creation. The literature proposes that co-creation is a phenomena that requires interaction and collaboration of multiple stake holders. Value is co created when all participating actors derive value from their interactions. This aspect of interaction challenges the traditional aspect of value creation, where value was previously considered to be embedded in the product and was an outcome of organizational value chain activities.enThesis