The topic of my Master's Thesis is 'The Role of the End User in the Value Creation Process'. The problem that I am seeking to resolve is how to create, capture, and sustain value to both the business and the customer through collaboration. In order to resolve this problem the question that I have attempted to answer is 'How can user involvement become a sustainable business model in the digital marketplace?' The proposed business model that I will develop and test will be within the context of digital publishing. The focus will be on the collaboration between the end user community and the publisher to create and sustain value. As I have progressed through seeking the answer to the question in this study I have focused on five goals. First, defining what user involvement looks like. Second, analyzing a business model built upon user involvement. Third, determining the role of the stakeholders in the business model. Forth, identifying what enables or hinders user involvement as a sustainable business model. Fifth, assessing the value created for the stakeholders and how that value can be sustained. These goals provided me with a structure and framework around which I was able to progress in my research and analysis. Research clearly demonstrates that there are common techniques and strategies that can increase a business-s effectiveness via collaboration with customers. What we know is that building an engaged relationship with customers is vital. In my thesis I seek to provide a model for how to build and sustain that relationship through engagement and collaboration.