VALUE CO-CREATION AS PRECONDITION FOR THE DEVELOPMENT OF A SERVICE BUSINESS MODEL CANVAS Cover Image

VALUE CO-CREATION AS PRECONDITION FOR THE DEVELOPMENT OF A SERVICE BUSINESS MODEL CANVAS
VALUE CO-CREATION AS PRECONDITION FOR THE DEVELOPMENT OF A SERVICE BUSINESS MODEL CANVAS

Author(s): Birgit Daxböck
Subject(s): Economy
Published by: Studia Universitatis Babes-Bolyai
Keywords: business model canvas; service-dominant logic; value co-creation; customer integration.

Summary/Abstract: Environmental changes such as increasing competitive pressure and rising customer power force companies to rethink their way of doing business and to implement a service-oriented business logic. As a result, companies more and more aim at offering solutions instead of selling products in order to meet customer demands more effectively. This transition from a goods-oriented to a service-oriented logic depicts a fundamental change in the mental model underlying the business. Therefore, a redesign of a company’s business model is necessary. This paper analyzes the influence of a product-service transition on the business model canvas against the background of service-dominant logic. The paper analyzes how a service-dominant business logic affects the design of the nine building blocks of the business model canvas. Special emphasis is given to the aspect of value co-creation and the need to integrate customers as key partners in value creation processes. The result of this conceptual paper is a set of propositions that may serve as a basis for future empirical research.

  • Issue Year: 58/2013
  • Issue No: 4
  • Page Range: 23-51
  • Page Count: 29
  • Language: English