Abstract
This study examines the relevance of taking a service eco-system perspective to UK grocery category management, exploring its implications for value co-creation between category managers (CMs) and retailers. It specifically investigates the daily eco-system differences and value co-creation challenges faced by Private Label versus Branded CMs, providing phenomenological insights into their practical operations. A qualitative reserach approach explored and captured the experiences of senior practitioners in UK food retail and grocery manufacturing. Contrary to traditional views, the study finds Private Label CMs may be in a more advantageous value co-creation position than Brand CMs. Service can still be exchanged and value co-created within a formal, deterministic process where value trade-offs are embedded within service eco-systems and actors may purposefully co-destroy value. Effective service exchange relies on aligning beneficiary expectations with perceived value. Despite constraints, value co-production supports a service eco-system focused on collaborative value creation.