Exploring the Value Co-creation with Service-dominant Perspective:The Case of sports shoe brand, shoe manufacture and shoe material producer

Under the contemporary economic environment, traditional good-dominate logic is no longer able to explain the change of business style or guide the strategy for corporate. Therefore, in order to be competitive in the future, corporates have to shift to the new service-dominate logic which will lead to value co-creation. This study deeply explores the operation of co-creation among sports shoe brand, shoe manufacture and shoe material producer on two novelle shoe material, Duroflex H-1500 and G-1205, by using qualitative case study. Through analyzing the interaction among these three parties by the theory of service-dominant logic to clarify the factors which affecting the outcome of co-creation and the satisfaction of individual to the collaborative relation. The result of this study indicates that the resources held, information clarity and equality of benefit-sharing is the key factors, lead to the success of co-creation.