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A Service Perspective on Value Creation Strategies
ISBN
978-3-938363-72-0
Type
doctoral thesis
Date Issued
2010
Author(s)
Fischer, Thomas
Abstract
Fast-changing competitive environments call for changing the fundamental value creation logic of capital goods manufacturing companies from the producer orientation focusing on one-time transactions to a customer orientation focusing on long-term relationships between companies and customers throughout the product utilization phase. Service business development can be the key to realize the transformation. It puts the customer in the first place and focuses on bringing value to customers that helps reduce their total utilization costs and delivering that value at a profit. However, companies struggle with various challenges due to the complexity of the task.
Three perspectives on value creation through service business development that are especially relevant and lack practical and theoretical insights are addressed in this thesis by three research models. The first model explores the necessary dynamic capabilities for service business development using a qualitative case study research approach. The findings suggest two distinct approaches to service business development that use different sets of dynamic capabilities for sensing, seizing and reconfiguring activities. The second model investigates if and how companies change their service strategy over time. It is based on a longitudinal quantitative study using data from three surveys and additional, supportive mini-case studies. The data reveal five distinct service strategies and four patterns of service strategy change among the identified strategies. The third model uses a qualitative case study approach to analyze the alignments among service strategy, external environment, business strategy and organizational design elements for achieving strategic fit. The findings suggest four strategic configurations that companies may adopt to achieve strategic fit.
The three research models contribute to the understanding of value creation through service business development in capital goods manufacturing companies. Overall, the thesis provides guidance for managers to succeed in service business development and contributes to fill the theoretical gaps related to the business challenges.
Three perspectives on value creation through service business development that are especially relevant and lack practical and theoretical insights are addressed in this thesis by three research models. The first model explores the necessary dynamic capabilities for service business development using a qualitative case study research approach. The findings suggest two distinct approaches to service business development that use different sets of dynamic capabilities for sensing, seizing and reconfiguring activities. The second model investigates if and how companies change their service strategy over time. It is based on a longitudinal quantitative study using data from three surveys and additional, supportive mini-case studies. The data reveal five distinct service strategies and four patterns of service strategy change among the identified strategies. The third model uses a qualitative case study approach to analyze the alignments among service strategy, external environment, business strategy and organizational design elements for achieving strategic fit. The findings suggest four strategic configurations that companies may adopt to achieve strategic fit.
The three research models contribute to the understanding of value creation through service business development in capital goods manufacturing companies. Overall, the thesis provides guidance for managers to succeed in service business development and contributes to fill the theoretical gaps related to the business challenges.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Publisher
Harland Media
Publisher place
Lichtenberg
Subject(s)
Division(s)
Eprints ID
69468