In this paper the service develpment process between an IT consultancy company and its retailers is studied. The focus is especially on the joint value proposition negotiation practices and the sense-making involved in that. The current business environment has amplified the need to consider how the key stakeholders are invited and incorporated to the value proposition creation practices. The preliminary findings indicate that the roles taken and given have an eminent relevance in processess of knowledge sharing and dialogue in the negotiation situations where the value proposition is formulated. Further, the co-creation of value proposition is an essential part of service development, which in part supports more effective value co-creation practice between retailers and end-users.