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A B S T R A C T Outcome business models (OBMs) guarantee and deliver economic and operational results for customers. The risk transfer from customer to provider enables the emergence of new value drivers, such as mutual learning. However, if the outcome-based service (OBS) customer learns the operational capabilities, based on which they are willing to rely on the OBS provider to achieve outcomes, how then does an OBS provider justify its role as a legitimate partner in the future? To answerdoi:10.1016/j.indmarman.2020.08.023 fatcat:3nx2cwvlr5hgdpm22j5b4qxo7e