to term value-in-context to capture the notion that value must be understood in the context of the beneficiary's world and the associated resources and other actors (Vargo et al. 2009). This collaborative nature of value creation is best viewed from a higher level of aggregation than the dyad (e.g., meso- or macro levels) (Chandler and Vargo, 2011). That is, value co-creation through service-for-service exchange is at the very heart of society. It is also important to distinguish between co-production and the co-creation of value (Lusch and Vargo, 2006). Co-production refers to the customer's participation in the creation of the value-proposition (the firms offering), such as through co-design, customer-assembly, self-service, etc. Co-production is thus relatively optional and its advisability depends on a host of firm and customer conditions. This is different from co-creation of value, which is intended to capture the essential nature of value creation: it always involves the beneficiary's participation (through use, integration with other resources, etc.,) in some manner. The third axiom (FP9) All social and economic actors are resource integrators highlights that all actors are, fundamentally, not only providing service but also integrating resources, from various resources (Vargo and Lusch, 2011, Wieland, Koskela-Huotari and Vargo, 2016). Thus, the concept of resource-integrator does not just apply to the actor typically referred to as a "producer" (e.g., the firm), but also, to a whole range of other actors, including what is usually referred to as the "consumer" or the "customer". It sets the stage for thinking about the mechanics and the networked nature of value co-creation, as well as the process through which the resources for service provision are created or emerge, the patterns of resource integration and the availability of resources from various market-facing, public, and private sources. It is through the resource integration and its many possible explicit and implicit combinations, facets, and intricacies that value is cocreated. In the fourth axiom (FP10) of S-D logic, Value is always uniquely and phenomenologically determined by the beneficiary, the term 'beneficiary' reflects the generic nature of actors. In reciprocal service exchange all actors are both providers and beneficiaries. This axiom reinforces that value is experiential. The key message of this axiom is that all value propositions (e.g., goods, service provision, etc.) are perceived and integrated differently by each actor and thus, value is also uniquely experienced and determined. That is, value must be understood in terms of the holistic