To exploit new market challenges in manufacturing industries, collaborative environments permit that different stakeholders achieve value creation and differentiated products when addressing the design and development of products that include associated business services (service-enhanced products). In order to facilitate a suitable context for networks of SMEs in the domain of highly customized and service-enhanced products, the GloNet project addressed collaborative networks with different configurations and purposes. In this context, this paper is focused on how a collaborative consortia for service-enhanced products can be created having into account the requirements for a new product and the necessary normalization of organization’s competences.