... of this is the limited involvement of customers in developing the strategies. Some observers regard co-creation as important to ensure that provision is tailored accordingly. However, co-creating strategies with clients might be less essential when services provision is mostly limited to relatively basic types...

... both manufacturer and customer perspectives. Assimilation of these views enables a dual-perspective of value to materialize. This is essential if co-creation is to be a viable choice. Involving customers in value creation seems a smart move. Benchmarking service provision in this way might help...