From the retail management perspective, SCM research has yet to examine how knowledge exchange and operant resource sharing between competing retailers might actually enhance overall logistics productivity and performance. Social network theory examinestheconnectionsbetweenplayerswithinanetwork.Inthebusiness-to-business context, this implies that exchanges cannot be examined solely as discrete transactions, but as business relationships. By employing S-D logic, actors in the networks have to integrate to co-create value-added outcomes (Fryberg and Juraido, 2009). Empirical research can begin to explore how retailers can collaborate within their competitive networks to co-create value. For example, it might be interesting to investigate how specificretailer-to-retailercollaborationschangeovertime,whetherretailerco-produced knowledge leads to more ideas, or whether retail partners partly take over ownership of a new product or service if they consciously co-produced knowledge.