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

• Published in: European management journal Vol. 26; no. 5; pp. 289 - 297
• Main Authors: Ordanini, Andrea, Pasini, Paolo
• Format: Journal Article
• Language: English
• Published: Oxford Elsevier Ltd 01.10.2008; Elsevier; Elsevier Science Ltd
• Series: European 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

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...