In order to clarify the effect caused on user’s value-in-use judgments by the supply network resource bundles, it is essential to capture how the dynamic reconfiguration of resources and processes occurs among actors in mutual value creation processes. This paper reports on exploratory research, based on a single case, and addresses a value network problem in plastic packaging industry, focusing on how to evaluate and measure the joint value gain proposed by a supplier network reconfiguration. With a new provider, a plastic recycler company, the global business model must be reconsidered in order to perceive both the impact of necessary future adjustments and the way the actors act upon the new processes of value creation. A straightforward model for calculating and sharing the mutual value created is presented. The concept of service network firm to identify common outcomes is explored in this paper as a first step to elaborate on mutual capabilities and resources, aiming at establishing metrics to address service value network creation on manufacturing business from a service logic point of view.

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Service logic, recycling, value co-creation, business models