How customer value is proposed in circular product as a service models? Demonstrating a deconstruction tool in the textile industry

Päivi Petänen (Corresponding author), Jouko Heikkilä, Maria Antikainen

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientific


Purpose: This study investigates how customer value is proposed in the product as a service business models, that implement the principles of the circular economy. More specifically, the purpose of this study is to identify and characterize the manageable components of customer value propositions (CVPs) that reflect a company’s strategic value creation in circular service business models.

Design/Methodology/Approach: This paper adopts the deconstruction approach to systematically decompose the concept of CVPs in the product as a service model. To demonstrate the deconstruction of CVPs, a qualitative multiple case study is conducted in the context of the textile industry.

Findings: A framework for a deconstruction tool for proposing customer value in the product as a service model is suggested. A description of the elements of use, core of value points, elements of service, and core of customer value trade-off is presented as a result of the empirical study.

Originality/Value: This paper integrates frameworks from the circular service business models and CVP literature and contributesto the theoretical conceptualization of customer value and implications of servitization in the context of circularity.
Original languageEnglish
Title of host publicationAchieving Net-Zero through Servitization
Subtitle of host publicationSpring Servitization Conference 2022 9 & 10 May 2022, Florence, Italy
PublisherAston Business School
ISBN (Electronic)978-1-85449-805-2
Publication statusPublished - 5 Sept 2022
MoE publication typeB3 Non-refereed article in conference proceedings
EventSpring Servitization Conference, SSC 2022: Achieving Net-Zero through Servitization - Florence, Italy
Duration: 9 May 202210 May 2022


ConferenceSpring Servitization Conference, SSC 2022


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