The Academy of Marketing Science has recognised Christian Grönroos and Päivi Voima with the Parasuraman Best JAMS Paper Award for Long-term Impact for the article "Critical service logic: making sense of value creation and co-creation". Journal of the Academy of Marketing Science. Vol. 41, No. 2, 2013, pp. 133-150 (doi: 10.1007/s11747-012-0308-3). The authors, from a micro-level perspective, sort out what value co-creation is and is not for managerial purpose. In the article, the three-sphere model of value creation is introduced. This model contains a customer sphere closed to the provider, a provider sphere closed to the customer and finally a joint sphere, where co-creation may occur.