Value Co-creation Map in Collaborative Transportation

The use of Collaborative Transportation Management (CTM) in today's business process is to create efficiency in the transportation planning and execution processes. However, what's lacking in CTM model is a real understanding on of what value that can provide by all agents that involved in CTM to each other and eventually to their customers. Value co-creation mapping is developed to explain and explore the value that all agents might expect among themselves and their customers in CTM, in order to contribute in the improvement of the delivery and decision-making process. Value co-creation mapping in this paper also capture how interaction among all agents involved in order to know what their value, their customer value, and how to deliver this value, so all agents perceive the value delivered in order to achieve competitive advantage.