Pires, Guilherme D.; Dean, Alison; Rehman, Muqqadas - In: Journal of Business Research 68 (2015) 5, pp. 925-932
Service logic emphasises value co-creation, although mostly contending that the customer alone creates actual value. Value co-creation and co-production imply customer and supplier participation, but the literature mostly omits participation issues. This paper disentangles notions of production...
