ITIL 4 has moved away from the term and concept of unidirectional "delivering value" to a bidirectional value proposition. What term best describes this change?

The transition from a unidirectional view of "delivering value" to a bidirectional perspective in ITIL 4 is best captured by the term "co-creation." This term emphasizes the collaborative nature of value generation between service providers and consumers. In ITIL 4, value is not just delivered by the provider; instead, it is created through shared interactions and experiences. Both parties play an essential role in this process, meaning that value is co-created through mutual contributions.

This shift highlights that the user's experience, feedback, and participation are crucial to how value is perceived and realized. The concept of co-creation embodies the understanding that service relationships are dynamic and that value is influenced by the context in which the service is consumed. Thus, engaging stakeholders and fostering collaboration are key to maximizing service value.

Using this term reflects a modern approach to service management, wherein organizations recognize that meaningful outcomes result from active involvement from both service providers and consumers. This collaborative ethos is foundational to ITIL 4’s framework and underscores the importance of stakeholder engagement in achieving desired results.