|Title||Servitization and co-creation: customers’ perspective|
|Authors||Ruiz-Alba, J., Soares, A., Rodríguez-Molina, M. and Frías, D.|
This research aims at investigating the moderating role of co-creation in the implementation of servitization strategies (in a B2B context) in the pharmaceutical industry from the perspective of customers (that is the servitized firms).
Servitization is understood in this paper as a strategy that contributes towards the development of the customers’ processes and capabilities (Baines et al., 2009) in a B2B context, through close collaboration in the design of services that are jointly co-created to generate mutual value for both servitizing and servitized firms.
|Conference||Center for Business & Industrial Marketing. CBIM 2016. Academic Workshop. Extending Value Through Product, Service and Platform Innovations|
|Web address (URL)||http://www.2016cbimbilbao.com/|