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The paper examines the value co-creation process within project-based service environments that perform complex and different service-oriented projects. An approach is proposed based on the service-oriented perspective to reconcile project management and the co-creation process and to drive the partnership to its full potential and mutual success in project-based service environments. To validate the framework, we resort to a Living Lab for supporting digital marketing transformation. The results show that service organizations can better exploit their organizational capabilities and thus enhance their performance by integrating project management, co-creation processes and service-oriented frameworks.