Purpose: The paper aims to conceptualize how behavioral shifts in times of crisis drive the transformation of value co-creation. Design/methodology/approach: Referencing two empirical contexts, the paper explores how digital service platforms facilitate changes in actors’ mental models and...

Purpose: The purpose of this paper is to analyze how service design practices reshape mental models to enable innovation. Mental models are actors’ assumptions and beliefs that guide their behavior and interpretation of their environment. Design/methodology/approach: This paper offers a...