ORDANINI, Andrea <br/><br/>
Service co-production and value co-creation :  the case for a service-oriented architecture (SOA) 

 - Dorchester :  Elsevier,  October 2008 
<br/><br/> 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.