Service co-production and value co-creation : the case for a service-oriented architecture (SOA)
By: ORDANINI, Andrea
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Contributor(s): PASINI, Paolo.
Material type: 
ArticlePublisher: Dorchester : Elsevier, October 2008European Management Journal 26, 5, p. 289-297Abstract: An emerging marketing management logic proposes a new perspectives 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 service and co-creators of value, not simple marketing tragets, 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.
An emerging marketing management logic proposes a new perspectives 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 service and co-creators of value, not simple marketing tragets, 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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