Scope of the paper is improving our understanding of ‘value co-creation’, one of the cornerstones of the Service-Dominant (S-D) logic, which is focused on the undertaking of specific human interactive forms; to accomplish this goals the paper analyzes several organization theories’...

In the current competitive scenario, services now pervade all business activities, involving every production system and every organization. The emerging importance of services and their decisive role, compared to goods, in every business transaction in the global economy encourages scholars,...