"the more active participation of multiple network actors"

"In this networked context, service organizations need to move from dyadic management of their relationship with customers, to defining their role and contribution to value cocreation in a many-to-many context. The boundaries between service providers and customers become more blurred and dynamic. Multiple forms of service provision become possible, where the customer may play a more autonomous and active role in service provision, combining multiple offerings from multiple service providers and social networks. In this new environment, service providers need to go beyond managing their relationship with customers, to understanding and managing their role in the value networks and service ecosystems.
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future research should not only explore how multiple contributions should be integrated, but research on other service design and innovation topics should increasingly use multiple lenses instead of only adopting a single lens.
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Another intersecting trend is the change in the breadth and nature of actor involvement in service design and innovation. Service design and innovation are moving from the traditional customer-centered view to a broader human-centered view. This changes the focus from the customer and the customer- provider dyad to a wider set of actors and many-to-many interactions in complex value networks. This will become increasingly important and complex, as new technology generates more nodes in the network. The nature of actor involvement is also changing. Instead of passive customer involvement to extract information that can be later used by the design team, the change has been toward the more active participation of multiple network actors who become active participants in design decisions and cocreators of the solution."

Ler isto e relacionar logo com Ramirez & Manervik  e com esta outra leitura de ontem, "The Next 10 Years Will Be About “Market-Networks"":

"An event planner builds a profile on HoneyBook.com. That profile serves as her professional home on the Web. She uses the HoneyBook SaaS workflow to send self-branded proposals to clients and sign contracts digitally.
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She then connects the other professionals she works with like florists and photographers to that project. They also get profiles on HoneyBook and everyone can team up to service a client, send each other proposals, sign contracts and get paid by everyone else.

This many-to-many transaction pattern is key. HoneyBook is an N-sided marketplace — transactions happen a 360-degree pattern like a network, but they come here with transacting in mind. That makes HoneyBook both a marketplace and network."

Trechos iniciais retirados de "Upframing Service Design and Innovation for Research Impact" de Lia Patrício, Anders Gustafsson e Raymond Fisk, publicado por Journal of Service Research 2018, Vol. 21(1) 3-16