Paper Number

2263

Paper Type

CRP

Abstract

Smart services represent a transformative vision that promises product organizations to elevate customer experience and, simultaneously, challenges existing value delivery logics. Both researchers and practitioners try to better understand how smart services transform value delivery logics. To gain insights into this transformation, we conducted a single case study together with a healthcare manufacturer. Data were collected through semi-structured interviews about how this manufacturer transforms its value delivery logic for its smart services. Our findings revealed a possible servitization pathway. This pathway can be described by four key dimensions (actor, enabler, market, resource). Our findings lead to three research propositions about the value delivery of smart services. Proposition 1 suggests diverse entry points for smart service value delivery in healthcare, Proposition 2 proposes a continuum of servitization pathways, and Proposition 3 highlights the continuous envision and early integration of value enhancements across all stages of smart service value delivery.

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Jun 14th, 12:00 AM

NAVIGATING VALUE – A SERVITIZATION PATHWAY FOR THE VALUE DELIVERY OF SMART SERVICES

Smart services represent a transformative vision that promises product organizations to elevate customer experience and, simultaneously, challenges existing value delivery logics. Both researchers and practitioners try to better understand how smart services transform value delivery logics. To gain insights into this transformation, we conducted a single case study together with a healthcare manufacturer. Data were collected through semi-structured interviews about how this manufacturer transforms its value delivery logic for its smart services. Our findings revealed a possible servitization pathway. This pathway can be described by four key dimensions (actor, enabler, market, resource). Our findings lead to three research propositions about the value delivery of smart services. Proposition 1 suggests diverse entry points for smart service value delivery in healthcare, Proposition 2 proposes a continuum of servitization pathways, and Proposition 3 highlights the continuous envision and early integration of value enhancements across all stages of smart service value delivery.

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