This chapter describes the methodological approach adopted. Particularly, the research methodology is presented, with particular emphasis on the consistency between the research objectives and methods. Section 4.3 provides an overview of data collection and analysis methods, with specific attention to the selection of key informants, the interview protocol, and sources of evidence. Section 4.5 describes the thematic analysis’ main findings. The data analysis allowed for the development of a conceptual framework to map the key stages of the value co-creation in healthcare networks. Notably, it emphasises the role of GenAI and uncovers the main barriers and facilitators to its implementation.