Exploring the role of clients in value co-creation within professional service triads

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Despite the attention given to the concept of value co-creation (VCC), many of the frameworks for VCC are based on conceptual research (Grönroos and Voima, 2013) and the majority of the studies take place in B2C contexts (Lambert and Enz, 2012). In addition, VCC between multiple actors within service networks has received limited attention (Jaakkola and Hakanen, 2013). The VCC literature has largely focused on interactions between customers and suppliers in dyadic contexts (Aarikka-Stenroos and Jaakkola, 2012), even though managing interactions between both customers and suppliers and amongst suppliers is crucial for effective service delivery and value creation in contexts such as service triads. This study, investigates more closely VCC between business actors interacting in professional service triads. Eight triadic case studies have been conducted in the advertising service industry within which 34 in-depth interviews were carried out with clients, advertising agencies and media /events agencies in order to explore this. As data analysis is ongoing, we plan to present our findings at the IMP 2015 conference.
Original languageEnglish
Title of host publicationhost publication
Publication statusPublished - 2015
EventIMP Conference 2015 - Denmark
Duration: 25 Aug 201529 Aug 2015


ConferenceIMP Conference 2015


  • value co-creation
  • service triads
  • service networks
  • professional services
  • advertising


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