Creating value for the business service buyer through modularity

The present study explores how modularity makes services visible and how it enables the customers to participate in service co‐creation. We review the literature on buying business services to determine the buying challenges and we define service modularity and especially concentrate on defining the attributes of a modular service offering. Theoretical framework describing the connections of the attributes and challenges in service buying is elaborated through a single case study of a modular service in a professional service firm. We argue that a modular service offering can help customers by increasing the visibility of the service offering.