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

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  • Ordanini, Andrea
  • Pasini, Paolo

Abstract

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.

Suggested Citation

  • Ordanini, Andrea & Pasini, Paolo, 2008. "Service co-production and value co-creation: The case for a service-oriented architecture (SOA)," European Management Journal, Elsevier, vol. 26(5), pages 289-297, October.
    • Handle: RePEc:eee:eurman:v:26:y:2008:i:5:p:289-297
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