Recently, researchers have prioritized studying service and value creation, which has led to extensive conceptual and empirical literature on the subject. However, models are missing that link existing research on value creation and apply it in a concrete service marketing business context. This article explores how value-in-use must be enabled before entering the relational business solution creation process. Drawing from extant literature, the authors develop a conceptual model with four interrelated elements—solution objectives, resource requirements, assessment and customer–provider interaction. These elements must be aligned iteratively to enable value-in-use. The current study integrates the proposed model into the overarching context of the solution process that culminates with experienced value-in-use. The findings significantly extend the current view of value-in-use as a determining variable when creating business solutions.
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