The recent transformation of industry, characterised by saturated and commoditised global environments and where companies strive to attract and retain customers, has pushed manufacturing organisations to rethink their traditional dominant logic based on the provision of artefacts. Research and anecdotal cases have shown that competing on the basis of product-delivery strategies has its limits, whereby companies’ continuous race towards the market proposition of advanced technological and functional features into a product could translate into the value destruction of their own business (Gebauer & Friedli 2005; Oliva & Kallenberg 2003).