ESCAPE Embedding Service in Customer Contexts, Activities, Practices, and Experiences

The ESCAPE project will investigate how services actually create value when they are being used and consumed. This perspective of value-in-use means moving away from the traditional views on value as something produced exclusively by the company and delivered to the customer. Instead we turn our focus towards understanding the cus-tomer’s own activities and contexts. In other words: When we employ this perspective we see the customer as an active producer of value instead of just a passive target for marketing activities.