Deutsch
Bibtex
Cite as text
@Select Types{,
Journal = "Band-2",
Title= "Establishing Smart Service Systems is a Challenge: A Case Study on Pitfalls and Implications",
Author= "Verena Wolf, Alena Franke, Christian Bartelheimer, and Daniel Beverungen",
Doi= "https://doi.org/10.30844/wi_2020_t4-wolf",
Abstract= "The trend for ‘servitization’ reflects manufacturers’ increasing efforts to offer services along with their physical goods. Organizations establish smart service systems with digitally networked products—e.g., cars, industrial machinery, or home appliances—as boundary objects that connect the organization with customers, offering them digital channels for communication and interaction. While anecdotal evidence indicates that many manufacturers fail to establish profitable services, few studies have traced the underlying causes for failure. We perform a revelatory case study at a global white-goods manufacturer to identify pitfalls and derive guidelines for establishing smart service systems. Based on interpreting qualitative data from interviews and additional organizational resources, we analyze how and why the manufacturer’s efforts to establish pay-per-use services based on a smart laundry machine failed. While we provide insights that can guide management in establishing smart service systems, our findings also motivate updating concepts and methods currently discussed in service science.
",
Keywords= "Servitization, Smart Service System, Digital Transformation, Service Engineering, Case Study",
}
Verena Wolf, Alena Franke, Christian Bartelheimer, and Daniel Beverungen: Establishing Smart Service Systems is a Challenge: A Case Study on Pitfalls and Implications. Online: https://doi.org/10.30844/wi_2020_t4-wolf (Abgerufen 24.04.24)
Open Access
Abstract
Abstract
The trend for ‘servitization’ reflects manufacturers’ increasing efforts to offer services along with their physical goods. Organizations establish smart service systems with digitally networked products—e.g., cars, industrial machinery, or home appliances—as boundary objects that connect the organization with customers, offering them digital channels for communication and interaction. While anecdotal evidence indicates that many manufacturers fail to establish profitable services, few studies have traced the underlying causes for failure. We perform a revelatory case study at a global white-goods manufacturer to identify pitfalls and derive guidelines for establishing smart service systems. Based on interpreting qualitative data from interviews and additional organizational resources, we analyze how and why the manufacturer’s efforts to establish pay-per-use services based on a smart laundry machine failed. While we provide insights that can guide management in establishing smart service systems, our findings also motivate updating concepts and methods currently discussed in service science.
Keywords
Schlüsselwörter
Servitization, Smart Service System, Digital Transformation, Service Engineering, Case Study
References
Referenzen
1. PricewaterhouseCoopers LLP: Annual Manufacturing Report 2018, https://www.pwc.co.uk/industries/assets/annual-manufacturing-report-2018.pdf
2. Beverungen, D., Müller, O., Matzner, M., Mendling, J., Vom Brocke, J.: Conceptualizing Smart Service Systems. Electronic Markets 29, 1–12 (2017)
3. Schüritz, R., Seebacher, S., Satzger, G., Schwarz, L.: Datatization as the Next Frontier of Servitization – Understanding the Challenges for Transforming Organizations. Proceedings of the 38th Internationcal Conference on Information Systems (2017)
4. Gebauer, H., Pütz, F., Fischer, T., Fleisch, E.: Service Orientation of Organizational Structures. Journal of Relationship Marketing 8, 103–126 (2009)
5. Islam, N., Buxman, P., Eling, N.: Why Should Incumbent Firms Jump on the Start-up Bandwagon in the Digital Era?-A Qualitative Study (2017)
6. Vial, G.: Understanding Digital Transformation: A Review and a Research Agenda. The Journal of Strategic Information Systems 28, 118–144 (2019)
7. Vendrell-Herrero, F., Bustinza, O.F., Parry, G., Georgantzis, N.: Servitization, Digitization and Supply Chain Interdependency. Industrial Marketing Management 60, 69–81 (2017)
8. Vargo, S.L., Lusch, R.F.: The Four Service Marketing Myths: Remnants of a Goods- Based, Manufacturing Model. Journal of Service Research 6, 324–335 (2004)
9. Vargo, S.L., Maglio, P.P., Akaka, M.A.: On value and value co-creation: A Service Systems and Service Logic Perspective. European Management Journal 26, 145–152 (2008)
10. Vargo, S.L., Lusch, R.F.: Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science 36, 1–10 (2008)
11. Smith, D.J.: Power-By-The-Hour: The Role of Technology in Reshaping Business Strategy at Rolls-Royce. Technology Analysis & Strategic Management 25, 987–1007 (2013)
12. Gerstner Jr, L.V.: Who Says Elephants Can’t Dance?: Leading a Great Enterprise Through Dramatic Change. Zondervan (2009)
13. Cusumano, M.A.: Staying Power: Six Enduring Principles for Managing Strategy and Innovation in an Uncertain World (Lessons from Microsoft, Apple, Intel, Google, Toyota and More). Oxford University Press (2010)
14. Hess, T., Matt, C., Benlian, A., Wiesböck, F.: Options for Formulating a Digital Transformation Strategy. MIS Quarterly Executive 15, 123–139 (2016)
15. Porter, M.E., Heppelmann, J.E.: How Smart, Connected Products are Transforming Competition. Harvard Business Review 92, 64–88 (2014)
16. Larivière, B., Bowen, D., Andreassen, T.W., Kunz, W., Sirianni, N.J., Voss, C., Wünderlich, N.V., Keyser, A. de: “Service Encounter 2.0”: An Investigation into the Roles of Technology, Employees and Customers. Journal of Business Research 79, 238–246 (2017)
17. Vandermerwe, S., Rada, J.: Servitization of Business: Adding Value by Adding Services. European Management Journal 6, 314–324 (1988)
18. Baines, T.S., Lightfoot, H.W., Benedettini, O., Kay, J.M.: The Servitization of Manufacturing: A Review of Literature and Reflection on Future Challenges. Journal of Manufacturing Technology Management 20, 547–567 (2009)
19. Industrial and Financial Services AB: The IFS Digital Change Survey. Global Viewpoint, Linköping (2017)
20. Vargo, S.L., Lusch, R.F.: Why “Service”? Journal of the Academy of Marketing Science 36, 25–38 (2008)
21. Pakkala, D., Spohrer, J.: Digital Service: Technological Agency in Service Systems. In: Proceedings of the 52nd Hawaii International Conference on System Sciences (2019)
22. Grenha Teixeira, J., Patricio, L., Huang, K.-H., Fisk, R.P., Nóbrega, L., Constantine, L.: The Minds Method: Integrating Management and Interaction Design Perspectives for Service Design. Journal of Service Research 20, 240–258 (2017)
23. Lusch, R.F., Nambisan, S.: Service Innovation: A Service-Dominant Logic Perspective. MIS Quarterly 39, 155–175 (2015)
24. Parida, V., Sjödin, D.R., Wincent, J., Kohtamäki, M.: Mastering the Transition to Product- Service Provision: Insights into Business Models, Learning Activities, and Capabilities. Research-Technology Management 57, 44–52 (2014)
25. Maglio, P.P., Vargo, S.L., Caswell, N., Spohrer, J.: The Service System is the Basic Abstraction of Service Science. Information Systems and E-Business Management 7, 395– 406 (2009)
26. Lim, C., Maglio, P.P.: Data-Driven Understanding of Smart Service Systems Through Text Mining. Service Science 10, 154–180 (2018)
27. Medina-Borja, A.: Editorial Column—Smart Things as Service Providers: A Call for Convergence of Disciplines to Build a Research Agenda for the Service Systems of the Future. Service Science 7, i–v (2015)
28. Beverungen, D., Matzner, M., Poeppelbuss, J.: Structure, Structure, Structure? Designing and Managing Smart Service Systems as Socio-Technical Structures. In: The Art of Structuring, pp. 361–372. Springer (2019)
29. Johnson, S.P., Menor, L.J., Roth, A.V., Chase, R.B.: A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design. In: Fitzsimmons, J.A., Fitzsimmons, M.J. (eds.) New Service Development. Creating Memorable Experiences, pp. 1–32. Sage Publications, Thousand Oaks, Calif (2000)
30. Böhmann, T., Leimeister, J.M., Möslein, K.: Service Systems Engineering. Business & Information Systems Engineering 6, 73–79 (2014)
31. Höckmayr, B.S., Roth, A.: Design of a Method for Service Systems Engineering in the Digital Age. Proceedings of the 38th International Conference on Information Systems (2017)
32. Patrício, L., Fisk, R.P., Falcão e Cunha, J., Constantine, L.: Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting. Journal of Service Research 14, 180–200 (2011)
33. Beverungen, D., Lüttenberg, H., Wolf, V.: Recombinant Service Systems Engineering. Business & Information Systems Engineering 60, 377–391 (2018)
34. German Standards Institute: Development of Digital Service Systems. Beuth, Berlin
35. Yin, R.K.: Case Study Research and Applications: Design and Methods. Sage Publications (2017)
36. Patton, M.Q.: Qualitative Research and Evaluation Methods. Thousand Oakes. Sage Publications, California (2002)
37. Walsham, G.: Interpretive Case Studies in IS Research: Nature and Method. European Journal of Information Systems 4, 74–81 (1995)
38. Dubé, L., Paré, G.: Rigor in Information Systems Positivist Case Research: Current Practices, Trends, and Recommendations. MIS Quarterly, 597–636 (2003)
39. Gioia, D.A., Corley, K.G., Hamilton, A.L.: Seeking Qualitative Rigor in Inductive Research: Notes on the Gioia Methodology. Organizational Research Methods 16, 15–31 (2013)
40. Gehman, J., Glaser, V.L., Eisenhardt, K.M., Gioia, D., Langley, A., Corley, K.G.: Finding Theory–Method Fit: A Comparison of Three Qualitative Approaches to Theory Building. Journal of Management Inquiry 27, 284–300 (2018)
41. Strauss, A., Corbin, J.: Basics of Qualitative Research Techniques. Sage Publications Thousand Oaks, CA (1998)
42. Lusch, R.F., Vargo, S.L.: Service-Dominant Logic: Reactions, Reflections and Refinements. Marketing Theory 6, 281–288 (2006)
43. Töytäri, P., Turunen, T., Klein, M., Eloranta, V., Biehl, S., Rajala, R.: Overcoming Institutional and Capability Barriers to Smart Services. Proceedings of the 50th Hawaii International Conference on System Sciences (2017)
44. Wolf, V.: Ambidexterity in Service Innovation Research: A Systematic Literature Review. Proceedings of the 14th International Conference on Wirtschaftsinformatik, (2019)