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    STUDIA NEGOTIA - Issue no. 4 / 2013  
         
  Article:   VALUE CO-CREATION AS PRECONDITION FOR THE DEVELOPMENT OF A SERVICE BUSINESS MODEL CANVAS.

Authors:  .
 
       
         
  Abstract:  VIEW PDF: VALUE CO-CREATION AS PRECONDITION FOR THE DEVELOPMENT OF A SERVICE BUSINESS MODEL CANVAS

Environmental changes such as increasing competitive pressure and rising customer power force companies to rethink their way of doing business and to implement a service-oriented business logic. As a result, companies more and more aim at offering solutions instead of selling products in order to meet customer demands more effectively. This transition from a goods-oriented to a service-oriented logic depicts a fundamental change in the mental model underlying the business. Therefore, a redesign of a company’s business model is necessary. This paper analyzes the influence of a product-service transition on the business model canvas against the background of service-dominant logic. The paper analyzes how a service-dominant business logic affects the design of the nine building blocks of the business model canvas. Special emphasis is given to the aspect of value co-creation and the need to integrate customers as key partners in value creation processes. The result of this conceptual paper is a set of propositions that may serve as a basis for future empirical research.

Keywords: business model canvas, service-dominant logic, value co-creation, customer integration

JEL Classification: L29, L89
 
         
     
         
         
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