Interactions, values and corporate culture oriented to excellence of service for a territory’s development

In an international context characterized by high uncertainty, complexity (Barile, 2009; Mitchell, 2009; Barile and Saviano, 2011; Maglio, 2011; Ng et al., 2012; Akaka et al., 2013; Arthur, 2014; Holland, 2014) and deep changes (Andreu et al., 2011), it is critical for firms to attempt to capture any opportunity for growth and development. Conscious of such assumption, firms are called to identify and valorize the factors allowing them to respond to current challenges. The context surrounding modern businesses – the dynamic target market tastes, preferences, needs and expectations – requires companies to study the new processes of value creation, possible interactions, and new forms of integration of resources in the attempt to set up and consolidate an approach much closer to the current market needs to better reflect the reality, developed around a new service concept, that is certainly more responsive to the competitive environment in our economy, and finally reach a defensible market position over time. Relationships, networks, interactions, co-creation of value are all considered to characterize modern organizations. In light of the foregoing, the aim of the study lies in analysing if and how corporate culture could trigger a value cocreation process. To this end, the following research question arises: “is it possible to create shared value by implementing and spreading a certain corporate culture of a service firm?”. This work is structured as follows. Following the Introduction section, the literature on references bout S-D Logic, value co-creation, networks and corporate culture is analysed. The third section addresses the service sector. Section four is the context analysis of the service sector. The Zeta Consulting case study analysis follows in section five, while section six focuses on the results obtained, together with the research hypothesis confirmation or rejection. Section seven provides conclusions, implications, study limitations, and suggestions for future research.