ABSTRACT
New service businesses such as Amazon, iTunes, and Rakuten have a common characteristic: they play a role of platform that orchestrates and facilitates value cocreation by customers and providers. In the value co-creation process customers and providers interact each other and co-create new value, while the value orchestration platform invites customers and providers to "get on board" and facilitates the process and leaves the control entirely to providers and sometimes to customers as well.
