Value Co-creation Process and Value Orchestration Platform

New service businesses such as Amazon, iTunes, and Rakuten have a common characteristic: they act as a platform for orchestrating and facilitating value co-creation by customers and providers. In the value co-creation process, customers and providers interact with each other and co-create new values. The value orchestration platform invites customers and providers to “get on board” and facilitates the process of co-creating value while leaving the control of the process entirely in the hands of providers and sometimes of customers as well.