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A customer-centric five actor model for sustainability and service innovation

Author

Listed:
  • van Riel, Allard C.R.
  • Andreassen, Tor W.
  • Lervik-Olsen, Line
  • Zhang, Lu
  • Mithas, Sunil
  • Heinonen, Kristina

Abstract

Service industries are increasingly unsustainable. Considering consumers as change agents, we show how service innovation may contribute to a service ecosystem that helps achieve emerging sustainability goals. To achieve sustainability the dyadic focus on value-co-creation is complemented with a broader stakeholder perspective, abandoning the shareholder-first-doctrine toward a collaborative stakeholder perspective, emphasizing profit, planet, and people. We propose a five-actor model and argue that one stakeholder - the consumer - is a central driver of sustainability. Consumers’ sustainability-focused behaviors drive the market for sustainable products and services, leading to sustainable firm and investor behavior.

Suggested Citation

  • van Riel, Allard C.R. & Andreassen, Tor W. & Lervik-Olsen, Line & Zhang, Lu & Mithas, Sunil & Heinonen, Kristina, 2021. "A customer-centric five actor model for sustainability and service innovation," Journal of Business Research, Elsevier, vol. 136(C), pages 389-401.
    • Handle: RePEc:eee:jbrese:v:136:y:2021:i:c:p:389-401
    DOI: 10.1016/j.jbusres.2021.07.035
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