Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1015253 | European Management Journal | 2008 | 9 Pages |
Abstract
SummaryAn 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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Andrea Ordanini, Paolo Pasini,