Narratives of value co-creation: Elderly's understanding of their own role in the value co-creation process

The purpose of this study is to investigate the value (co-)creation processes initiated by the users of a home-based monitoring service. We adopt a narrative approach to analyze a series of interviews to investigate these processes. Our results show three narratives - Value for the present- and the future-self, Service use and resource integrators and users as initiators, and Conditions for meaningful use - that the participants expressed. Through these narratives, the role of the user, the service and the service ecosystem (or system) is identified. The paper contributes to further understanding of the dynamics underpinning value (co-)creation processes by providing an empirically grounded investigation of value initiation practices amongst the elderly.