Purpose – Describes challenges and problems of outsourcing services at firms that are also adopting service logic and, based on an empirical study, provides lessons regarding how they can be managed. Design/methodology/approach – One in‐depth longitudinal study of a leading systems...

Purpose The purpose of this paper is to analyze the subject-specific literature on service and flexibility and derive a conceptualization of the linkages between provider flexibility and customers’ value creation. Design/methodology/approach The authors analyze existing perspectives on service...