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Production

versão impressa ISSN 0103-6513versão On-line ISSN 1980-5411

Resumo

SILVA, Max Roberto da et al. Co-creation of value in road cargo transport: a case study. Prod. [online]. 2015, vol.25, n.2, pp.454-464.  Epub 03-Mar-2015. ISSN 0103-6513.  http://dx.doi.org/10.1590/0103-6513.014611.

This paper investigates whether transport service providers can apply the co-creation of value. The presented multiple case study focused on the shippers and logistics providers. Value co-creation constructs extracted from the literature provided the theoretical background for the research. The following topics were investigated: the buyers’ value demands, the criteria used by the buyers to evaluate the value offered by the service providers and the possibility of value co-creation between buyers and sellers. The findings uncovered two main barriers to the value co-creation in the transport services, namely a large number of service providers (which restricts the competition to the cost of the services) and the customers’ demands. The combination of these elements suggests the impracticality of adopting co-creation in the context of road cargo transport. Such findings also may indicate the existence of a lower limit to the value approach in the service industry (e.g., in the transport services).

Palavras-chave : Value co-creation; Service; Transport; Value.

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