A Value Architecture Perspective of Product Service Software Systems

Product companies continue to struggle with transitioning from product-centric to servitized business models delivering product-service-software systems (PSSS). While the literature on digital servitization continues to grow, practitioners gradually infusing their business with servitized and digitized elements are still keen to understand the underlying value creation and delivery. Our study examines the complex dynamics of PSSS value architectures in light of existing value networks. Combining a longitudinal single case study spanning over three years in the construction industry with a cross-industry multiple case study approach, we collect insights from product companies, value network actors such as distributors, and customers. In an interdisciplinary approach, we integrate marketing and channel management perspectives to derive collaboration archetypes to deliver PSSSs in existing value networks and address the question of which player can contribute to the value proposition in which way. For managers, this study offers an overview of relevant change drivers shaping PSSS value architectures and their implications on essential capabilities and processes.