Exploring Value Co-creation in B2B Relationship through SDL: A Qualitative and Empirical Study of Pakistan's Railway Sector.

In B2B marketing, VCC gaining considerable prominence. Much of the literature theorized how services contribute in the mechanism VCC. However, service recipient firm contribute a pivotal role in generating value through collaboration. In VCC mechanism, the service recipient firms & service provider firms generate value for each other, the type of value generated between them is still being theorized. Hence, the core purposive of this to formulate and develop a model of VCC between B2B customers in the service industry by incorporating SDL & VCC theory. The chosen methodology incorporated in this study is qualitative, Pakistan Railway is included as a case study. In the data analysis, grounded theory opted for with the help of Nivo 10 software. The key finding of research is VCC) model between B2B clients in service sector. The model consists of different value constructs (reputational, financial, strategic cooperative, power, and functional values) co-created between business-tobusiness customers of Pakistan Railway. The research has practical and theoretical implications. The conceptual model indicates that different values are essential and co-created during value-co-creation between business clients of Pakistan Railway. The theoretical and intellectual contribution is the business model created between business-to-business customers by incorporating SDL and VCC theory. [ABSTRACT FROM AUTHOR]