This chapter begins with a theoretical background exploring context, participation and co-creation, small and medium-sized enterprises (SME) and value co-creation, and value as an interactive and participatory process. The methodology presents the research design, firm selection and data collection method. The chapter presents research findings with in- and cross-case analysis, and suggestions for future research and managerial implications. Global value chain and supply chain management research rest on the presumption that SMEs are usually suppliers to larger lead companies. Successful supply chain management is predicated on the belief that integration of various value chain entities into co-operative and collaborative environments is required to facilitate information exchanges, resources and cash flows. ClearBlue has been driven by the concept it is selling to the market and, it is characterised as a niche company with a differentiated focus strategy that emphasises its own style and image.