“…However, a comprehensive view on what value elements stakeholders may expect and gain from collaborative VCC is still lacking. Though researchers have discussed VCC in different fields, such as marketing (Merz et al, 2009; Ranjan & Read, 2016), management (Chang et al, 2013; Gouillart, 2014; Grönroos, 2017), service (Mayangsari & Novani, 2015; Ramadhan et al, 2015), sustainability (Arnold, 2017; Biggemann et al, 2014), technology and innovation (Han & Hong, 2016; Herrera, 2016) and knowledge management (Aarikka-Stenroos & Jaakkola, 2012). Prior research has mainly focused on a specific research context or a specific type of stakeholder group, leaving a comprehensive view of the stakeholders’ value elements in VCC in vague.…”