Purpose: This article is a contribution to the understanding of how value arises in well-established markets, and under which circumstances actors integrate resources from different service ecosystems to generate value. To understand this phenomenon, it is fundamental to consider which practices are performed by customers to co-create value and how they do so. Design/Methodology/Approach: Using a qualitative approach, the study provides fresh empirical insight into well-established market processes of value creation. After a literature review an ethnographic approach was chosen in order to understand how co-creation processes occur in the empirical setting of an international restaurant chain. Several observations, conversations and semi-structured interviews were undertaken concerning the analysis of the topic under study. Findings: The results show that even in a well-established market, a provider must consider individual customers’ distinct needs, present in their daily practices, to be able to assist them in the value creation process. It is argued that the practice styles are the building blocks for prevailing ways of life that actors assume, according to the context in which they are, to integrate resources. Practical implications: The study includes implications for service providers of a well-founded market for facilitating value co-creation along with customers and fulfils the need to better understand this phenomenon. Originality/Value: Recent studies call for empirical evidence on co-creation processes in mature markets, accordingly, this study brings an additional understanding on how actors, depending on the context, adopt different ways of life that require unique resources, which activate to achieve what they want, in order to establish room for co-creation.

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Resource integration,Practices,Value co-creation,Ways of life,Service-dominant logic

• Economics and Business - Social Sciences