From Theory to Practice: Understanding Value-Creation in Service Companies
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Abstract
Objective: existing literature is fragmented and fails to provide a holistic and comprehensive understanding of how value is created, particularly in the face of contemporary challenges and within the service sector. This article aims to offer a structured overview of current literature and facilitate a theoretical understanding of value creation. Methods: adopting a multi-method approach, a systematic literature review (SLR) of 184 articles was conducted, combined with qualitative analyses of empirical data obtained from in-depth interviews with three entrepreneurs. Results: this article identifies six distinct value-creation logics: (1) performance-driven, (2) knowledge-driven, (3) predictability-driven, (4) customer-driven, (5) positioning-driven, and (6) quality-driven. The results demonstrate that value creation in service companies is a multifaceted process, requiring a balance between internal capabilities and external market dynamics. Conclusions: this study does not seek to exhaust all possible perspectives on value creation; instead, it offers a structured synthesis of six interrelated value-creation logics derived from the literature and illustrated through exploratory interviews with entrepreneurs in the service sector.
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Ribeiro, L. G., Pereira, L. de S., Baião, N. M., Oliveira, L. V. de, & Cavalcanti, A. M. (2025). From Theory to Practice: Understanding Value-Creation in Service Companies. Brazilian Administration Review, 22(4), e250036. Retrieved from https://bar.anpad.org.br/index.php/bar/article/view/731
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Research Articles
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Hossain, M. A., Akter, S., & Yanamandram, V. (2021). Why doesn’t our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage. Journal of Business Research, 131, 287-296. https://doi.org/10.1016/j.jbusres.2021.03.063
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Kim, W. C., & Mauborgne, R. (2023). Innovation doesn’t have to be disruptive create new markets for growth without destroying existing companies or jobs. Harvard Business Review, 101(5-6), 72-81. https://hbr.org/2023/05/innovation-doesnt-have-to-be-disruptive
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Mahmoud, M. A., Hinson, R. E., & Anim, P. A. (2018). Service innovation and customer satisfaction: The role of customer value creation. European Journal of Innovation Management, 21(3), 402-422. https://doi.org/10.1108/EJIM-09-2017-0117
Marzi, G., Balzano, M., Caputo, A., & Pellegrini, M. M. (2025). Guidelines for bibliometric-systematic literature reviews: 10 steps to combine analysis, synthesis and theory development. International Journal of Management Reviews, 27(1), 81-103. https://doi.org/10.1111/ijmr.12381
Mason, M. C. M., Iacuzzi, S., Zamparo, G., & Garlatti, A. (2024). How do stakeholders co-create value in a service ecosystem? Insight from mega-events. Management Decision, 62(13), 398-425. https://doi.org/10.1108/MD-02-2023-0215
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Oliveira, R. T., Verreynne, M. L., Steen, J., & Indulska, M. (2021). Creating value by giving away: A typology of different innovation revealing strategies. Journal of Business Research, 127, 137-150. https://doi.org/10.1016/j.jbusres.2021.01.038
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