Considering the change of paradigm that has occurred over the last two decades from a Goods Dominant Logic (closed system innovation) to a Service Dominant Logic (open system innovation) it is important to understand how multinational companies innovate in the actual context. The recognition of different customers’ practices, identified as resource-integration activities leading to value creation (Korkman et al. 2010), allow a better understanding of how customers co-create value in different ways. The main objective of this research was to understand how resource integration emerges through customers’ practices so that value is created to them. Moreover, it was fundamental to realize how multinational companies may integrate customer’s inputs to innovate and facilitate the customer’s resource integration. Given the nature of the phenomena under the scope of this study a qualitative research approach was chosen. A case study was conducted in an empirical context of an international food restaurant chain. The research findings allowed obtaining a deeper understanding of how interactions contribute to “unfrozen” the latent process of resource integration which once triggered, through customer’s practices, allows the emergence of value for customers. This research helps to add some knowledge on resource integration from the SD Logic perspective which according to some researchers (Caridà et al. 2015) is in an early stage of development. By adding a practice-based approach this empirical research will also help to better understand how resources are integrated through interactions (Korkman et al. 2010). Finally, in line with Payne, Storbacka and Frow (Payne et al. 2008) through the identification of customer’s practices this research may help service providers to find new opportunities to support the value co-creation process of their customers.

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Service-dominant logic, practices, value co-creation, resource integration