Purpose: The purpose of this paper is to increase understanding of end consumer’s value creation in the context of Finnish nature-based tourism from the viewpoint of the customer-dominant logic (CD logic) of service. Design/methodology/approach: Existing research on the CD logic of service...

Purpose: The purpose of this paper is to present the sustainable value chain activities that have been implemented when providing sustainable food services and sustainable value. A municipal catering organisation in Finland is introduced as an example. Design/methodology/approach: The...