@article {718,
	title = {Servitization in a Security Business: Changing the Logic of Value Creation},
	journal = {Technology Innovation Management Review},
	volume = {3},
	year = {2013},
	month = {08/2013},
	pages = {65-72},
	publisher = {Talent First Network},
	address = {Ottawa},
	abstract = {How can a firm change its value-creation logic from providing technology to selling technology-based services? This is a question many security companies face today when trying to apply a solutions-based business model in response to recent macro- and microeconomic trends. The fact that customers increasingly demand security as a service, rather than technical equipment, challenges the basis of a security firm{\textquoteright}s value provision and alters the logic of its operation. In this article, we investigate a technology- and product-oriented security business that is now rapidly transforming into a service business. We use data from a case study to propose a 4C model (conceptualization, calculation, communication, and co-creation of value) that can help security providers to objectify their service offerings and succeed in the servitization of their security businesses. },
	keywords = {co-creation, customer value creation, objectification, products, security, services, servitization, value provision},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/718},
	url = {http://timreview.ca/article/718},
	author = {Arto Rajala and Mika Westerlund and Mervi Murtonen and Kim Starck}
}
