Conceptually, it may be useful to consider whether differences exist in the relative strength of interfirm relationships across different types of intermediaries (wholesalers, distributors, discount retailers, 3-PL firms, etc.), as well as other value co-creation network members. Given the relational embeddedness of value co-creation process advanced in the S-D logic, it would be worthwhile for SCM researchers to evaluate the importance of relationship quality and the influence of relationship life cycle stages within the value co-creation network framework. In addition, researchers may also examine governance-related issues during the value co-creation process – these may include identification of value co-creation network architects (formerly known as channel captains), power/dependence issues within the value co-creation networks (are they any different than vertical channels?), as well as identifying transaction costs and their impact on value co-creation.