Conference paper; forthcoming in The 2011 Naples Forum on Service – Service-Dominant logic, Network & Systems Theory and Service Science: integrating three perspectives for a new service agenda, Capri, Italy, 14-17 June 2011While service-dominant logic proposes that all “Goods are a distribution mechanism for service provision” (FP3), there is a need to understand when and why a firm would utilise direct or indirect (goods) service provision, and the interactions between them, to co-create value with the customer
