@article {718, title = {Servitization in a Security Business: Changing the Logic of Value Creation}, journal = {Technology Innovation Management Review}, volume = {3}, year = {2013}, month = {08/2013}, pages = {65-72}, publisher = {Talent First Network}, address = {Ottawa}, abstract = {How can a firm change its value-creation logic from providing technology to selling technology-based services? This is a question many security companies face today when trying to apply a solutions-based business model in response to recent macro- and microeconomic trends. The fact that customers increasingly demand security as a service, rather than technical equipment, challenges the basis of a security firm{\textquoteright}s value provision and alters the logic of its operation. In this article, we investigate a technology- and product-oriented security business that is now rapidly transforming into a service business. We use data from a case study to propose a 4C model (conceptualization, calculation, communication, and co-creation of value) that can help security providers to objectify their service offerings and succeed in the servitization of their security businesses. }, keywords = {co-creation, customer value creation, objectification, products, security, services, servitization, value provision}, issn = {1927-0321}, doi = {http://doi.org/10.22215/timreview/718}, url = {http://timreview.ca/article/718}, author = {Arto Rajala and Mika Westerlund and Mervi Murtonen and Kim Starck} }