Changing the rules of the marketing game : towards Product Service Systems supported by interaction and relationship management practices

Product Service Systems (PSS) have been proposed as an environmentally efficient business model. The benefits of PSS include support of dematerialization and incentives for companies to design more efficient products with longer life cycles. In spite of the attractiveness and envi-ronmental effectiveness of PSS, much still needs to be done to make of it a viable business model. There are limitations such as the rebound effect for example. Key constraints to the implementation and operation of PSS include difficulties in managing diverse networks of providers as PSS are made of heterogeneous organizations. To address this limitation, this paper suggests that the Interaction theoretical framework, first introduced in the 80’s can inform these network management activities. Marketers can build effective relationship and network management practices to improve the design of effective PSS’. Marketing educators should support further evolution and adoption of PSS.