By

 

Mark M. Davis, Bentley University

 

Joy Field, Boston College

 

Paul Maglio, IBM

 

 

Today, companies recognize the opportunities for co-creating value by shifting the traditional boundary between provider and customer toward either participant. To shift the boundary effectively, service designers need to clearly identify the roles and degree of participation for both the provider and customer. Because boundary-shifting is a dynamic process, we focus on three aspects of the service delivery process that change over time: (a) where the customer-service provider boundary is defined, (b) the tasks that comprise the service, and (c) and the resource capabilities required during the delivery process. In particular, we focus on identifying the capabilities needed by each participant during the value co-creation process and how they might be acquired. We also address how these capabilities might change over time through repeated interactions between the service co-creators. Determining where to set the boundary is also dependent on identifying the appropriate measures of value/effectiveness for the service process.