Value perception in service: the trap of misunderstandings

The work is aimed at offering an overview on how value has been approached in business and service research, highlighting both bright and dark sides of its conceptualizations. The theoretical analysis is meant to better understand if and how companies influence value perception and interpretation. To foster their own success, organizations can ‘teach’ the value proposed to actors eventually ready to change and to contribute to define (and redefine) new value codes. Actors need to dynamically change their mode in action, focusing on the evolutions in communication channels, in products features, in inclusive participation, in languages, codes and rules. To enable this, a dynamic approach is needed to properly involve actors, and make them able to actively participate, a continuous learning process is due, as well as the updating in strategies and partnerships by acquiring such helpful competences and skills in a lean way.