Abstract

While productivity is an issue that is increasing in importance, it remains only partially explored, especially when we adopt a service perspective. In this regards, scholars and managers are emphasizing the key role that knowledge assets may play in terms of capturing value and contributing to firms' productivity growth. In this paper we present how firms can combine two types of knowledge, generative knowledge and replicative knowledge, in order to outline alternative paths aimed at increasing productivity, as highlighted by the cases of Wonderbox, Edenred, Catalina Marketing and Eataly.