%0 Journal Article %J Technology Innovation Management Review %D 2013 %T Servitization in a Security Business: Changing the Logic of Value Creation %A Arto Rajala %A Mika Westerlund %A Mervi Murtonen %A Kim Starck %K co-creation %K customer value creation %K objectification %K products %K security %K services %K servitization %K value provision %X 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'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. %B Technology Innovation Management Review %I Talent First Network %C Ottawa %V 3 %P 65-72 %8 08/2013 %G eng %U http://timreview.ca/article/718 %N 8 %1 Aalto University Arto Rajala, D.Sc. (Econ.) is a Senior Researcher in the School of Business at Aalto University in Finland. He earned his doctoral degree in Marketing from the Helsinki School of Economics. Arto's current research interests include business networks, business marketing, business-to-business service development, and innovation ecosystems. %2 Carleton University Mika Westerlund, D. Sc. (Econ.) is an Assistant Professor at Carleton University’s Sprott School of Business in Ottawa, Canada. He previously held positions as a Postdoctoral Scholar in the Haas School of Business at the University of California Berkeley and in the School of Economics at Aalto University. Mika earned his doctoral degree in Marketing from the Helsinki School of Economics. His current research interests include open innovation, business strategy, and management models in high-tech and service-intensive industries. %3 VTT Technical Research Centre of Finland Mervi Murtonen is a senior scientist at VTT Technical Research Centre of Finland. Her research interests include risk assessment practices, security management systems and contracted security services. Mervi holds an MSc degree in Electrical Engineering from Tampere University of Technology, Finland. Currently, she is finalizing her doctoral thesis on supplier-perceived customer value in business-to-business security services. %4 Stanley Security Finland Kim Starck is a Sales and Security Director at Stanley Security Finland. He has strong experience in sales, sales management, as well as security and quality management. Kim has broad understanding of business operations and operations management, and he holds a Professional Master of Security (MBA) degree from Aalto University, Finland. He has been actively involved in process and solution development at Stanley Security. %R http://doi.org/10.22215/timreview/718