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Value visualization strategies for PSS development
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.ORCID iD: 0000-0002-4081-9737
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
2009 (English)In: Introduction to Product/Service-System Design / [ed] T. Sakao and M. Lindahl, London: Springer , 2009, 1, 159-182 p.Chapter in book (Other academic)
Abstract [en]

The concept of value visualization is concerned with the way that firms communicate and demonstrate the value of their product-service systems (PSS), both internally and externally. In this chapter, a visualization strategy framework for PSS development is proposed. It is particularly tailored for industrial companies that are strategically shifting from selling products to becoming providers offering PSS. Value visualization strategies have traditionally focused on external sales activities. However, companies need to have a broader approach to visualization in all PSS development phases, as well as including different visualization techniques. Furthermore, different visualization strategies are needed for each particular development stage of the PSS. Companies need be able to make use of several different visualization strategies, depending on the actual content of the product-service system and its position in the development process. Whereas the product development process is rather heavy at the back, successful PSS development projects with high levels of service need to be heavy at the front (that is, they need to not only develop the system but also ensure its rollout). Examples are provided from eight market-leading companies in different industries, each of which are undertaking a strategic shift from identifying as product sellers toward becoming providers offering PSS. To conclude, value visualization has become vital for winning new contracts and retaining existing ones. It is therefore a strategic resource that managers need to pay attention to, and continuously develop, in order to compete with PSS offerings.

Place, publisher, year, edition, pages
London: Springer , 2009, 1. 159-182 p.
Keyword [en]
Value visualization, Value creation, Offering development, Product-service integration
National Category
Social Sciences
URN: urn:nbn:se:liu:diva-59921DOI: 10.1007/978-1-84882-909-1_8ISBN: 978-1-84882-909-1OAI: diva2:354180

Original Publication: Christian Kowalkowski and Daniel Kindström, Value visualization strategies for PSS development, 2009, Chapter in: Introduction to Product/Service-System Design, 159-182, Eds T. Sakao and M. Lindahl. Copyright: Springer

Available from: 2010-09-30 Created: 2010-09-30 Last updated: 2014-04-14Bibliographically approved

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