The critical aspects of co‐creating and co‐capturing sustainable value in service business models

Numerous researchers and practitioners emphasize the potential to create value through sustainable business models (SBMs). However, little attention has been paid to how sustainable value is proposed, created, delivered, and captured in the organization, and how customers perceive sustainable value in service. The aim of this paper is to explore this research gap empirically through a case study of sustainable value (co‐)creation through SBMs of...