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References 1.Abstract This paper aims to examine the applicability of a value co-creation framework that integrates the process view (customer, supplier and encounter value-creating processes), the actors’ view (the value facilitator and the value co-creator) and the role of customer knowledge in furniture retail stores using service-dominant (S-D) logic. We conducted multiple case studies to analyse retailers’ points of view and in-depth interviews to explore customers’ perspectives. Our research findings suggest that the proposed model can be effectively used to analyse value co-creation management in furniture firms, allowing researchers to identify the actions of retailers and customers and evaluate their matching. Even more importantly, this framework helps to foster value co-creation to increase the benefits for each participant during each stage of the relationship. 2. Price The basis of pricing for IKEA is value i.e. low prices or no-frills pricing. They are not a premium pricer or a skimmer. So products are designed, raw materials sourced, the products are manufactured, they are distributed, and they sold by retail, within this no-frills low-cost framework. Home delivery is available although this is at an additional cost to the customer. Place The IKEA group is an International Marketing business, which sells furniture and accessories in Europe, North America, Asia and Australia. IKEA’s main business relates to its retail stores. Many of these stores are in out-of-town locations and do not benefit from the footfall of primary and secondary locations. The stores themselves are very large. Many of the stores even have restaurants, food shops and a Swedish market. Some stores even have a bespoke play area. IKEA has more than 300 stores. Promotion IKEA is one of the world’s largest furniture retail brands. The brand itself is based upon the concept of offering home furnishing products at value prices. The promotions mix includes TV advertising, spo