“…First, that the topic of customer integration and collaboration in co-creating products or services is more prevalent in B2B than in B2C (Hingley et al, 2015;Kohtamäki and Rajala, 2016) and also that the notion of co-creation of (service) value in business markets is well established in the literature (Marcos-Cuevas et al, 2016;Vargo and Lush, 2011). Second, one essential factor in brand co-creation is the 'organisation' of co-creators into networks (Vallaster and von Wallpach, 2013) or ecosystems in which the ongoing negotiations take place (Gyrd- Jones and Kornum, 2013), discussion of which is dominant in B2B, lies in the nature of industrial markets, and is a current pillar of research in industrial marketing (Aarikka-Stenroos and Ritala, 2017;Forkmann et al, 2018;Möller and Halinen, 2017;Pagani and Pardo, 2017). Third, a consequence of the focus on B2C is that the bulk of research studies of co-creation is concerned with product brands, although the notion of many different stakeholders seems especially relevant to corporate branding (Balmer, 1995(Balmer, , 2012Roper and Davies, 2007) and despite the fact that corporate branding is often most important in B2B marketing (Leek and Christodoulides, 2011;Mudambi, 2002) on account of product variations, shorter product life cycles or the production of customised products (Baumgarth, 2010).…”