The rapid development in sensor technology as well as in communication mechanisms exponentially grows the amount of data that is permanently gathered via products, machines, or assets within Cyber-Physical Systems. While this data offers enormous potential for creating additional value by generating valuable insights or creating innovative services, these opportu-nities are often times not exploited: Especially in complex value creation networks, only individual actors tend to have access to the collected data and they hardly share it with other network members. In our conceptual work, we target a three-fold contribution: First, we develop a framework for system-wide learning that structures data-based collaboration with other actors in a complex value creation network based on IoT, a Cyber-Physical Service System. Second, we systematically develop five individual research questions that need to be addressed to realize viable solutions. And thirdly, we conceptualize a research design to address this research agenda in future steps.