With increasing networking and globalization of the market, it becomes increasingly difficult to understand value in production of goods and services. This paper presents a new methodology for modelling value creation based on the concept of Emergent Synthesis. In consideration of interaction among producers, customers, and the environment, the methodology classifies value creation into three models: Providing Value, Adaptive Value, and Co-creative Value. This paper presents multi-agent system simulations of service market to examine the validity of the proposed models, with discussion of the diffusion of new products/services in a society.
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