From SSKE

Service can be defined asvalue-cocreation, value as change thatpeople prefer, and value-cocreation as a change or set of related changes that people prefer and realize as a result of their communication, planning, or other purposeful and knowledge-intensive interactions. 

A simple act of competition, such as playing a game of chess, can be an example of mundane value-cocreation, benefiting the junior player to learn and benefiting the senior player to validate a performance ranking. However, the
concepts of collaboration, competition, and coordination do not do justice to
standardized or societal-scale patterns of value-cocreation phenomena. Money
(universal medium of exchange), rights (universal rule of law), and literacy
(universal education) are three of the most profound service-enabling innovations
ever made.</span></span>