Mémoire-projet

Abstract

This master thesis investigates the concept of value co-creation and how it can be integrated in the company’s e-commerce strategy to respond to the market’s needs and boost its economic activity. The study aims to uncover opportunities, challenges, and implications of engaging retailers in value co-creation activities, providing valuable insights for Nestlé Belgilux and other industry players. The thesis begins with a comprehensive literature review, establishing the foundations and key principles of value co-creation and its integration in today's business landscape. The focus then shifts on the application of the theory in a practical framework with the case study of Nestlé Belgilux. To gather insights, a qualitative survey was also conducted among retailers to evaluate their willingness to participate in value co-creation activities and how. Based on this, several recommendations are provided for Nestlé Belgilux to implement value co-creation within its partnership with retailers.