Barrutia, Jose M.; Paredes, Mario R.; Echebarria, Carmen - In: European Journal of Marketing 50 (2016) 3/4, pp. 442-463
Purpose Based on service-dominant logic (SDL) and related perspectives, which suggest that value is co-created through the integration of resources, the purpose of this study is to propose a model which considers two value co-creation sources: firm resources, in the form of process...