The value (co)creation as peak of social pyramid

The challenging issue of value (co)creation has attracted a great number of researchers and decision makers to debates on ways to improve the capacity and will of actors to collaborate to produce better solutions and results. Some researchers have analysed value (co)creation as the result of the individual and collective will to collaborate. Referring to these reflections, this paper proposes to investigate the topic of value (co)creation from a different point of view. It highlights not only how the opportunities for value (co)creation are related to the individual and collective will, but that they are influenced by deep individual and collective psychological and sociological status. Hence, value (co)creation is proposed as the peak of the social pyramid, the last step of a staircase, each level of which represents a specific actor’s need. Therefore, the principal goal is to demonstrate that a win-win logic in the value (co)creation perspective is possible only if all the involved actors are in a condition of well-being.