Title: Creating value for the business service buyer through modularity

Authors: Pauliina Ulkuniemi, Saara Pekkarinen

Addresses: Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, P.O. Box 4600, 90014, Finland. ' Faculty of Economics and Business Administration, Department of Management and Entrepreneurship, Logistics, University of Oulu, P.O. Box 4600, 90014, Finland

Abstract: The present study explores how modularity makes services visible and how it enables the customers to participate in service co-creation. We review the literature on buying business services to determine the buying challenges and we define service modularity and especially concentrate on defining the attributes of a modular service offering. Theoretical framework describing the connections of the attributes and challenges in service buying is elaborated through a single case study of a modular service in a professional service firm. We argue that a modular service offering can help customers by increasing the visibility of the service offering.

Keywords: modular services; business services; purchasing challenges; project business; design; coordination; construction management services; professional services; value creation; service modularity; service co-creation; service management; service operations; business service buying; business service purchasing.

DOI: 10.1504/IJSOM.2011.038569

International Journal of Services and Operations Management, 2011 Vol.8 No.2, pp.127 - 141

Published online: 11 Mar 2015 *

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