Services for Value Co-Creation in Business Networks: a Case in Aeroespace Industry

Informações

Código: MKT1256
Divisão: MKT - Marketing
Tema de Interesse: Tema 07 - Avanços na Ciência de Serviços

Autores

FABIANA NOGUEIRA HOLANDA FERREIRA (Departamento de Administração/UFC - Universidade Federal do Ceará) fabianaporemail@yahoo.com.br
João F. Proença (Faculdade de Economia/Universidade do Porto) jproenca@fep.up.pt

Resumo

The paper contributes to the discussion about the role of services for value co-creation in manufacturing firm’s business networks. The paper explores the issue that what counts as a product or as a service is related to the nature of producer-user interactions and the institutional structure of production and networks. In this sense, service can be described as value-creating support to activities and processes and manufacturing firms needs to change their position in the goods-services continuum by continuously extending the service business to their offers. The aim of the paper is to analyse product-services combinations in a manufacturing company, highlighting the application of services for value co-creation in business networks. A case study research in aerospace industry is presented. The data were collected through a desk research involving secondary material, as articles and technical publications and interviews with managers of one major aircraft manufacturer in the world. The analysis describes the combination of products and services for a manufacturing firm that encompass a business-to-business product-service network. The paper contributes to the discussion about the servitization of manufacturing firms and also the role of services for a network based value co-creation.

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