..., for instance in projects; and second, as relational norms in becoming integrated into a business relationship through interactions, for instance as a resource. Design/methodology/approach – The paper draws on cross-case comparison of three projects, as actors develop an engineering service for optimizing...

... Professional services Engineering services Business‐to‐business marketing Services marketing An executive summary for managers and executive readers can be found at the end of this article. Delivering superior value to customers is the foundation of service provision in today's highly...