Creating Value in Multiple Cooperative Relationships

Purpose – The purpose of this paper is to examine how service companies can create value by developing cooperative relationships between different network actors, with particular focus on the role of the customer. Design/methodology/approach – The actual analysis is preceded by a review of the principal articles on service management, with particular reference to the move from Fordist to neo-industrial logic as well as the role of customer participation in value creation, highlighting how the role of the customer in service production has changed and how the customer can participate in creating value in a network perspective. Findings – Effectively developing cooperative relationships in a network is linked to the key role played by the strategic centre firm. This paper highlights the role of the strategic centre firm in organizing relationships by coordinating all the actors involved. Originality/value – This paper shows how each actor in the network makes an important contribution to value creation by actively participating in multiple cooperative arrangements coordinated by the strategic centre firm.