Value co-creation in cloud services

In recent years, there has been considerable interest in cloud services in academic literature. Most research in this area has focused on the technical aspects of designing and implementing cloud services, with few studies focusing on understanding the value of cloud services and the processes by which consumer and service providers engage each other to co-create these services. This chapter explains the co-creation processes, and, the role of consumer in the value co-creation process of cloud services. It incorporates extant marketing and information systems literature, industry reports, and practical experience reflections to highlight the significance of cloud services. The drivers of co-creation are explored with the description of co-creation processes and the underlying factors involved in value co-creation of cloud services. The chapter concludes by outlining the opportunities associated with the development of cloud services, noting future.