Service co-production and value co-creation: The case for a service-oriented architecture (SOA)

Andrea Ordanini and Paolo Pasini

European Management Journal, 2008, vol. 26, issue 5, 289-297

Abstract: Summary An emerging marketing management logic proposes a new perspective on service activities, which previously have been subject to a biased goods-dominant logic. According to this new logic, customers always are co-producers of services and co-creators of value, not simple marketing targets, because they mobilize knowledge and other resources in the service process that affect the success of a value proposition. This article explores this key proposition, analyzing service co-production and value co-creation phenomena in the business-to-business segment and focusing on the case of service-oriented architecture (SOA) with an in-depth, qualitative analysis of two firms pioneering the implementation of SOA solutions.

Keywords: Service; dominant; logic; Co-production; Service; management (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (26)

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