通路系統中價值共創機制之探討：從顧客參與到行動者參與

Examining the Value Co-Creation Mechanism of Channel System: From Customer Engagement to Actor Engagement

In a competitive business environment, the issue that how market actors with conflicting goals could collaborate and create value should be considered crucial. To address this issue, the present study constructs a value co-creation development model from an actor engagement perspective by examining the market activities between Taiwan’s sales agents, original manufacturers, and customers. We adopt a single case method; the aesthetic medical equipment manufacturer BRIDGECON Co., Ltd. is the focal case. Eight respondents participate in an in-depth interview. The findings indicate that information sharing, mutual benefit, and risk sharing drive value co-creation among actors. This study also provides a theoretically grounded classification of value co-creating practices and identifies the service system’s underlying process, resources, and capabilities.