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Given the increasing interest in the process of how value is co-created through interaction in business relationships, this paper examines the areas of collaboration, value co-creation practices and the respective co-created value in the dyadic relationships. Multiple case studies design involving in-depth interviews were undertaken with small and medium-sized suppliers (SMEs) of organic food in South West England with the dyadic relationship being the unit of analysis. The findings suggest that SME suppliers and their larger customers collaborate in many areas including: innovation, corporate social responsibility, planning and interactive learning. The collaboration led to co-creation of monetary and non-monetary values. This research advances the extant literature on value co-creation in business relationships by examining this complex phenomenon in the context of small and large firms' dyads in the organic food sector. It is novel in identifying the linkage of the co-created value to the respective value co-creation practices and collaborative areas. [ABSTRACT FROM AUTHOR]

Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff’s emotional brand attachment, staff service involvement, and the moderating effect of charismatic leadership on the brand orientation behavior–organizational performance relationship using data obtained from the representatives of 301 nonprofit organizations in the United Kingdom. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding. [ABSTRACT FROM AUTHOR]