"the strategic imperative for a supplier"

"customers appraise the value of goods they purchase in use, and that exchange value determination is always provisional upon later experience. In other words, customers determine what they value-in-use and the marketer can only offer value propositions.
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More important however is the idea that goods are service appliances through which customers derive their value-in-use.
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service is the dominant logic for marketing,
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service is an interactive process of “doing something for someone” that is valued.
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When marketers switch to a value-in-use perspective, customers today are revealed as both producers and consumers who determine what is of value. The strategic role of the supplier then is to support the customer’s value creating processes with both service activities and goods that render service. Thus the strategic imperative for a supplier shifts to interacting as a service provider wherever and whenever worthwhile opportunities arise.
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the emphasis on co-created value encourages experimentation in multiple ways of interacting with stakeholder groups - beyond the usual market-based divisions and roles and beyond short-term managerial agendas"

Trechos retirados de "The service-dominant logic and the future of marketing" de David Ballantyne e Richard J Varey