... of consumers. Service modularity Digital technology Environmental sustainability Post-pandemic era Service provision Service delivery Service provision, as Levitt (1972) insightfully observed, is at the core of all business operations. The increasing complexity and demand for replicability...

...Jaakko Siltaloppi; Suvi Nenonen Purpose Research on value co‐creation has gained ground rapidly but remained at a very theoretical level. Thus, it has provided relatively little insight into the nature of individual processes of service provision/value creation, and how firms interact...