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Still, different channels may lead the beneficiary of the service to interact as a value coproducer, linking value-cocreation to his\/her capability to properly perform the service. The authors explore the opportunity to increase the value cocreated in a service process through improved design using multiple channels. The authors develop a method that guides service designers in the construction of more effective multichannel Value Propositions, increasing the opportunities to enhance the cocreation of value. This paper should be of value to both researchers and practitioners looking for new ways to construct effective multichannel Value Propositions.<\/p>","DOI":"10.4018\/ijssmet.2014010102","type":"journal-article","created":{"date-parts":[[2014,8,6]],"date-time":"2014-08-06T10:46:26Z","timestamp":1407321986000},"page":"14-44","source":"Crossref","is-referenced-by-count":7,"title":["Designing Multichannel Value Propositions to Enhance Value-Cocreation Phenomenon"],"prefix":"10.4018","volume":"5","author":[{"given":"Vittorio","family":"Cesarotti","sequence":"first","affiliation":[{"name":"Department of Industrial Engineering, University of Rome (\u201cTor Vergata\u201d), Rome, Italy"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alessio","family":"Giuiusa","sequence":"additional","affiliation":[{"name":"IB Operations, Amazon.eu, Rome, Italy"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Stephen K.","family":"Kwan","sequence":"additional","affiliation":[{"name":"Lucas College of Business, San Jos\u00e9 State University, San Jos\u00e9, CA, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Vito","family":"Introna","sequence":"additional","affiliation":[{"name":"Department of Industrial Engineering, University of Rome (\u201cTor Vergata\u201d), Rome, Italy"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jim","family":"Spohrer","sequence":"additional","affiliation":[{"name":"IBM University Programs Worldwide, IBM Almaden Research Center, San Jose, CA, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"ijssmet.2014010102-0","doi-asserted-by":"publisher","DOI":"10.1016\/j.mar.2005.03.003"},{"key":"ijssmet.2014010102-1","doi-asserted-by":"publisher","DOI":"10.1177\/0092070302303006"},{"issue":"3","key":"ijssmet.2014010102-2","first-page":"90","article-title":"Customer Value Propositions in Business Markets.","volume":"84","author":"J. 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