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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| Published in | European management journal Vol. 26; no. 5; pp. 289 - 297 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
Oxford
Elsevier Ltd
01.10.2008
Elsevier Elsevier Science Ltd |
| Series | European Management Journal |
| Subjects | |
| Online Access | Get full text |
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| Abstract | 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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| AbstractList | 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. [PUBLICATION ABSTRACT] 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. 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. |
| Author | Pasini, Paolo Ordanini, Andrea |
| Author_xml | – sequence: 1 givenname: Andrea surname: Ordanini fullname: Ordanini, Andrea email: andrea.ordanini@unibocconi.it organization: Bocconi University, Viale Filippetti, 9, 20122 – Milan, Italy – sequence: 2 givenname: Paolo surname: Pasini fullname: Pasini, Paolo email: paolo.pasini@unibocconi.it organization: SDA Bocconi, School of Management, Via Bocconi, 8, 20136 – Milan, Italy |
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| SubjectTerms | 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 |
| Title | Service co-production and value co-creation: The case for a service-oriented architecture (SOA) |
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