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