Industrial Services Value Cocreation: The Role of Competence

ABSTRACT Organizations have been searching for strategies to adapt to technological changes and maintain their competitive advantage. In the search for innovation as a competitive differential, the demand for technical and interpersonal skills emerges to enhance the value cocreation efficiency and the company–customer relationship. However, we identify a gap in the literature regarding the characterization of these competencies. Therefore, the present study intends to contribute by mapping the competencies and their effects on the value cocreation. Thus, this research aims to identify which competencies (described as knowledge, skills and attitudes) are necessary to cocreate value in the technological environment. As a result, through a systematic literature review, a set of knowledge and skills have been identified: (i) innovation capacity, (ii) detailed understanding of customer's needs, (iii) involvement in networks, (iv) practical knowledge, (v) creativity and (vi) solving problems skills. These competencies contribute to the understanding and structuring of cocreation actions.