“…Despite the complexity of KIBS content, there is plenty of evidence in the existing literature, which proves that there are other dimensions in value creation process in the services of such type that are not purely rational. By definition, KIBS providers are organizations that use and build knowledge as primary component of value creation process (European Commission, 2012; Hervas-Oliver, Albors-Garrigos, & Hidalgo, 2011; Hidalgo & Lemus-Aguilar, 2014; Pan, Jackson, & Limburg, 2015). Knowledge building in KIBS is performed via co-creation process, where service provider closely cooperates with the customer (Kukk et al, 2014; Stenroos & Jaakkola, 2010, 2012).…”