Service Logic, Value Co-Creation and Networks: Three Dimensions Fostering Inter-Organizational Relationships: Competitiveness in the Boating Industry

Service Economy markets are emerging globally as increasingly interconnected (Levitt, 1981), dynamic and continuously developing. A growing number of services in all production sectors can be detected, and the classical dichotomy between goods and services is disintegrating and losing significance (Kotler, 1977; Normann, 1991; Rispoli, Tamma, 1992; Cercola, 1996); in its place, a new logic, the service-dominant logic or S-D logic (Vargo, Lusch, 2004; 2006), is coming to the fore within international debate. All businesses enrich their offerings by including services to increase their competitiveness; at the same time, they also attempt to strengthen their capacities and competencies through interactions and relationships that can improve the value creation processes. This cements new approaches to service design and management, to service engineering and service experiences, and to service operations and service marketing. The present paper supports recent theories on services with practical implication and considerations, discussing service theories with new relevance along with co-creation proposals and network theories, which indeed seem to be important dimensions of business competitiveness and inter-organisational relationship valorisation. Thus, within the scope of the boating industry, the paper utilises a field study, investigating supply chain traits and characteristics in order to explore whether, and to which extent, the above-mentioned theoretical proposals are valid and applicable. Keywords: Service Dominant Logic, Service Science, Service Networks, Value Co-creation, Business Competitiveness, Boating Industry, Inter-Organisational Relationships, Service Supply Chain