1 Business Interaction in S-D Logic Daniela Corsaro (Corresponding Author) Università di Lugano (USI) Via Buffi, 13 CH – 6904 Lugano (Switzerland) tel. 0041-58 6664631 Fax 0041-58666 4647 (Switzerland) daniela.corsaro@usi.ch Daniela Corsaro. Post-Doc Research Fellow at USI—University of Lugano (Switzerland) and at Manchester Business School (UK). Received her Ph.D. from Catholic University, Milan (Italy), where she is an adjunct professor of Marketing. Her current research interests are in the field of B2B networks, especially with reference to value creation and management processes. Roberta Sebastiani Department of Management Università Cattolica del Sacro Cuore roberta.sebastiani@unicatt.it Roberta Sebastiani is Associate Professor of Marketing in the Faculty of Economics at the Catholic University in Milan. She has collaborated with the Centre for Marketing Research (Centrimark) since its foundation in 1989. Her research interests include service innovation, value co-creation, and the competitiveness effects of sustainability policies. Her work has been presented at international conferences and published in several (national and international) journals. Ivan Snehota Università di Lugano (USI) (Switzerland) ivan.snehota@usi.ch Ivan Snehota is Professor of Marketing at USI—University of Lugano (Switzerland). Has held positions at Uppsala University, Stockholm School of Economics. His research interests focus on market strategy development and organization in B2B markets. Coauthor of several books on business networks and papers in Scandinavian Journal of Management and Industrial Marketing Management.