Abstract
Servitization has come to be perceived as a major driving force of the modern economy. This called for service science to emerge as an inter-disciplinary academic arena. Despite the inter-disciplinary emphasis, there has been little interaction between the conceptual studies that have proposed and sophisticated core concepts like value co-creation and the formal studies that have dealt with the quality or the efficiency of services as the extrapolation of standard operations research.
I attempt to fill in the gap, and model value co-creation formally via a non-cooperative game with subjective agents. Through the model, I show a number of concrete managerial strategies to foster value co-creation.
