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

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 the...

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Bibliographic Details
Published inEuropean management journal Vol. 26; no. 5; pp. 289 - 297
Main Authors Ordanini, Andrea, Pasini, Paolo
Format Journal Article
LanguageEnglish
Published Oxford Elsevier Ltd 01.10.2008
Elsevier
Elsevier Science Ltd
SeriesEuropean Management Journal
Subjects
Business management
Business studies
Business to business commerce
Co-production
Customer services
Marketing
Marketing management
Service dominant logic
Service dominant logic Co-production Service management
Service industry
Service management
Service oriented architecture
Service management
Service dominant logic
Co-production
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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.
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ISSN:0263-2373
1873-5681
DOI:10.1016/j.emj.2008.04.005