Valor vs Produção ou Facilitação

Vale a pena ler "Adopting a service business logic in relational business-to-business marketing: value creation, interaction and joint value co-creation" de Christian Gronroos.
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Este esquema parece-me bem conseguido para mostrar o que está em causa quando se fala de valor:

"Production and value creation are not the same thing. In production processes the distribution mechanisms (goods and service processes) for service that render value for customers are produced. Value creation, on the other hand, takes place in the customers’ value-generating processes where goods and services are used. There value is created out of these distribution mechanisms. The customers are in charge of their value creation. What suppliers can do is, first of all and fundamentally, to provide their customers with such goods and services that they can use in a value-creating way. As suppliers in this way facilitate value creation, this can be labelled value facilitation.
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However, as production and usage, or in more general terms the supplier’s and its customer’s processes, are partly simultaneously occurring processes, interactions between suppliers and their customers occur. As part of such interactions customers’ co-producing opportunities exist. From a production point of view, where the supplier is in charge of the process, customers engage themselves with the supplier’s production process.
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However, looking at the interactions from a value creation perspective the situation changes. In value creation the user is in charge, and hence it is the supplier that is invited to engage itself with the customer’s work, or usage and value-generating processes, in order to support how value fulfilment is occurring in those processes. This view also describes a truly outside-in approach and is in accordance with the marketing concept.
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The supplier’s involvement in its customers’ usage processes during interactions with the customers opens up additional opportunities for suppliers to influence value creation and customers’ value fulfilment. During the interactions the supplier can directly work with the customers and actively influence the flow and outcome of their value-generating processes.
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Because according to the value-in-use notion customers create value, the supplier is not a value creator or the value creator. However, during interactions with users in addition to its role as value facilitator, the supplier becomes a co-creator of value as well. ... customers produce value for themselves independently, but suppliers may offer assistance. Co-creation opportunities that suppliers have are strategic options for creating value. As these interactions are dialogical situations, where both parties are active in a learning process and influence each others perceptions and actions, it is in fact a matter of joint value co-creation in which both are engaged."