AN EFFICIENT VALUE CHAIN, OR A SERVICE VALUE NETWORK? BEST PRACTICES DERIVING FROM ZARA

Today Service Economy suggests new ways of conceptualizing value processes, within and among firms, represented in terms of value creation and service provision. In this paper we attempt the investigation of the influence of this changes in business deepening the emerging concept of service and the evolution of network theories. To fulfil this purpose the paper analyzes the evolution of business strategies and governance theories, such as Service Provision (Value) Chain and Service Value Network, in order to detect scientific advances suitable for business behaviour in today competitive arena. To support and integrate the developed theoretical considerations we have deepened an interesting case study represented by Zara, a multinational enterprise successfully operating in fashion sector. This business, in fact, accomplished its successful strategy through a valorisation of both value chain positive traits and service value networks advantages.