What's in it for me - Managing value co-creation from an intermediary perspective

The aim of this thesis is to examine how the value co-creation concept can be applied to firms with intermediary roles, exemplified by the Swedish travel agent industry. To accomplish this a perceptual Service-Dominant (S-D logic) framework developed for firms was applied. Qur findings show that intermediaries encounter issues when engaging in value co-creation, since they do not have full control over the products that they sell. Further, they have a traditional view of the customer, that of a payer and and buyer, which hinders the firms from view the customer as a co-producer and a co-creator of value.