Investigating manufacturing companies value co-creation approaches during servitisation

René Chester Goduscheit, Troels Christian Andersen, Andrew Hoff, Troels Behrenthz Andersen, Henrik Blach

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review


Despite the enhanced interest in digital technologies as a means for SMEs to create new service offerings, little is known about how value co-creation is approached across business boundaries. Using the service-dominant (S-D) logic lens, we analyse how SMEs co-create value with their customers and other network partners. Drawing on qualitative data on 43 case companies, the findings of this study reveal five value co-creation approaches: awareness creation, experimentation, platform-orientation, process-orientation and acceleration. Theoretically, we contribute to the S-D logic literature by conceptualising different value co-creation approaches as adaptive strategies and their underlying mechanisms that companies practise during digital servitisation processes.

Original languageEnglish
JournalInternational Journal of Technology Management
Pages (from-to)241-267
Number of pages27
Publication statusPublished - Oct 2023


  • digital servitisation process
  • dynamic environment
  • service-dominant logic
  • value co-creation approaches
  • value mechanisms


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