Purpose – This study aims to explore the role of learning in value co-creation in the context of new technological B2B services. The research objective is approached from the customers' viewpoint, in terms of their motivation to make sacrifices in learning and to embark on value co-creation...

Purpose – Improving capability to generate value for customers is seen as a way to create a new competitive edge, but developing the related organisational capabilities involves facing several obstacles that stem from the producer‐orientation of the retail‐banking business. This paper aims...