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Service process modularization and modular strategies
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.
2014 (English)In: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 29, no 4, 313-323 p.Article in journal (Refereed) Published
Abstract [en]

Purpose - This paper aims to investigate the role of service modularity in developing and deploying efficient services, while at the same time meeting diverse customer needs. The analysis distinguishes between different service types and sets forth key issues for service modularization, identifying supporting resources (both internal and customer) and associated modular strategies for the different types. Design/methodology/approach - The study design used an exploratory case study approach, focusing on three Swedish manufacturing firms that are moving toward an increased service focus (service infusion). Data were collected through interviews and focus groups, and the collected data were analyzed independently, before being merged and synthesized in a cross-case analysis. Themes and patterns were extracted and linked to the theoretical framework following a systematic combining process. Findings - This study contributes insights to the emerging field of service modularity by investigating process modularization and modular strategies. A framework is put forward outlining modular strategies for four different service types covering both a passive and an active role for a customer. From a theoretical point of view, the role of the customer is added to the discussion to advocate for the necessity of a co-creative perspective in service modularity. Originality/value - This article contributes to the emerging research field of service modularity by providing empirical insights into how modularization and modular strategies can enable more efficient services. Depending on service type, different modular strategies are set forth. This study also highlights the need to recognize customer-specific activities, resources and competencies as pivotal parts of the modular service processes. Such insights are particularly relevant given the established view of service modules as functions of intra-firm activities.

Place, publisher, year, edition, pages
Emerald , 2014. Vol. 29, no 4, 313-323 p.
Keyword [en]
Service development; B2B services; Modular strategies; Modularization; Service deployment; Service modularity
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:liu:diva-111304DOI: 10.1108/JBIM-08-2013-0170ISI: 000341888300006OAI: oai:DiVA.org:liu-111304DiVA: diva2:755267
Available from: 2014-10-14 Created: 2014-10-14 Last updated: 2017-12-05
In thesis
1. On Service Innovation and Realization in Manufacturing Firms
Open this publication in new window or tab >>On Service Innovation and Realization in Manufacturing Firms
2015 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Service innovation is increasingly becoming a basis for manufacturing firms to reach and sustain competitive advantages. While traditional product innovation typically includes how new technology can be utilized in new products, service innovation spans a broader area that is not exclusively focused on new technology, but rather how resources can be developed into value propositions and then integrated in the customer’s process in order to support customer value creation through realization. However, manufacturing firms that infuse services struggle with service innovation; this becomes especially evident in the realization phase.

This thesis is a compilation of five papers discussing different aspects of service innovation realization and the inherited challenges. The study builds upon empirical data from four Swedish manufacturing firms that infuse services and develop new value propositions that include both products and services to support customer processes.

The thesis illustrates realization as a phase in service innovation where the firm interacts with its customer in order to adjust, revise and further find new ways of improving the customer’s processes through for example customer training. Realization is characterized by a deployment phase and a post-deployment phase that represent the ongoing relationship between the customer and the firm.

Depending on who has the competencies or ability to integrate the resources that are needed for service innovation, different interaction patterns are identified. Through indirect interaction, the firm facilitates the customer’s value creation through, for example, preventive maintenance, while through direct interaction the firm acts as a co-creator in the service innovation process and hence work jointly together with the customer in order to improve customer value creation.

This thesis contributes to the literature by characterizing service innovation realization and by increasing the understanding for different interaction patterns in the service innovation process.

Place, publisher, year, edition, pages
Linköping: Linköping University Electronic Press, 2015. 71 p.
Series
Linköping Studies in Science and Technology. Dissertations, ISSN 0345-7524 ; 1675
Keyword
Service innovation, realization, manufacturing firm, co-creation
National Category
Economics and Business
Identifiers
urn:nbn:se:liu:diva-117965 (URN)10.3384/diss.diva-117965 (DOI)978-91-7519-053-2 (ISBN)
Public defence
2015-06-05, ACAS, A-huset, Campus Valla, Linköping, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2015-05-19 Created: 2015-05-19 Last updated: 2015-05-19Bibliographically approved

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Carlborg, PerKindström, Daniel

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