The New Role of Client: From Ownership to Value Co-creation

  • Alessandro Annarelli
  • Cinzia Battistella
  • Fabio Nonino


This chapter focuses on the key role played by customers in product service system. As evidenced at the end of Chap.  1, customers and their needs are the starting point of a PSS-based proposal, and this is also a focal point for the value proposition at the core of servitization and related business models. Furthermore, in PSS, there is no longer the traditional process of value creation and delivery to clients, but there is an “all-around” involvement of customers through value co-creation, going from participation in design phase to the delivery phase of the product–service offering. Key element in this context is also the changing concept of ownership, since many PSS offerings do not imply a shift in ownership (like in traditional product selling), with customers paying directly for the usage and/or performance connected to physical products.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Alessandro Annarelli
    • 1
  • Cinzia Battistella
    • 2
  • Fabio Nonino
    • 3
  1. 1.Sapienza University of RomeRomeItaly
  2. 2.University of UdineUdineItaly
  3. 3.Sapienza University of RomeRomeItaly

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