“…Value co-creation directs our attention to the importance of context, or "value-in-context" (Vargo, Maglio, & Akaka, 2008) that emphasizes the importance of time and place dimensions and network relationships of service (eco)systems in the creation and determination of value. In micro, meso, and macro levels of context (Chandler & Vargo, 2011), there are, for example, situational, socio-technological, or cultural and historic contexts that impact value co-creation (Akaka & Parry, 2018). Importantly, value-in-context-"an improvement in system well-being" (Vargo et al, 2008, p. 149)-can be determined with a macro-view as well as through phenomenological experience in the micro-level (Akaka & Parry, 2018).…”