Based on a retrospect of the source of value and a close literature review of gooddominate logic and servicedominate logic, this paper points out that the discussion of value has shifted from valueinexchange to valueinuse. Subsequently, the value creation process is analyzed and the three roles of enterpriseobserver, facilitator and participant are explained. Among the three roles, the participant makes the enterprise joint the customer’s value creation process and cocreate value in order to gain competitive advantage. Finally, the concept of enterprise participation is proposed and comparatively analyzed with customer participation. The suggestions for practice are discussed.