Using co-pricing as a means for gaining deep customer insights offers much potential, ultimately expanding profitability and markets. Models of co-pricing could provide new basis for segmenting customers, based on their perceptions of value. Involvement in co-pricing decisions can also offer...

Purpose – The aim of this chapter is to investigate how a focal market actor may design or redesign business models for improved value co-creation. Findings – We posit that value is co-created in use as actors integrate resources in practices, which makes practices a fundamental unit of...