Johanna Knapp
Title
Ph.D. HSG
Last Name
Knapp
First name
Johanna
Email
johanna.knapp@unisg.ch
8 results
Now showing 1 - 8 of 8
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Item type:Publication, Unlocking the benefits of direct-to-consumer (DTC) strategies without alienating dealersThis study examines the evolving role of direct-to-consumer (DTC) strategies among product manufacturers, with a particular focus on their relationship with dealer-based customer engagement. While moving closer to customers through DTC models offers significant benefits—including enhanced brand identity, improved competitive positioning, valuable data insights, and increased customer retention—these strategies can also generate tension with traditional dealer networks. Such tensions give rise to the DTC paradox, where DTC initiatives fail to deliver anticipated returns and simultaneously strain dealer relationships. Drawing on four in-depth case studies from leading international manufacturers, this article outlines a framework for implementing DTC strategies across key phases of the customer journey: awareness, purchasing, usage, and retention. The findings demonstrate that rather than bypassing dealers, manufacturers can achieve better outcomes by integrating dealers into their DTC strategies. This hybrid approach reduces channel conflict, enhances digital engagement, and fosters stronger, long-term customer relationships. The study contributes to the literature on omnichannel marketing, hybrid sales models, and co-opetition, offering actionable insights for manufacturers navigating the challenges of digital transformation while maintaining productive dealer collaborations.Type:journal articleJournal:Business HorizonsScopus© Citations 5 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The rise of direct-to-customer: Investigating the impact of digitalization, productivity, and sustainability on solution-oriented value architecturesThis study explores the drivers behind product manufacturers adopting direct-to-customer (DTC) approaches to engage more closely with customers. It examines how digitalization, productivity concerns, and sustainability influence the shift from product to solution-oriented offerings through a two-year qualitative single-case study in the construction industry, focusing on a power tools manufacturer. Findings reveal that digitalization requires seamless integration with customer systems, productivity pressures necessitate customized solutions for efficiency, and sustainability trends demand transparency and lifecycle management. The research highlights the emergence of hybrid value architectures, combining direct and indirect channels, and emphasizes the importance of collaboration between manufacturers and distributors. This study contributes to servitization literature by providing insights into value architectures in distribution partnerships and how manufacturers can navigate evolving market demands.Type:conference paperDOI:10.3926/serv2024 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, COLLABORATIVE VALUE ARCHITECTURES: UNCOVERING APPROACHES FOR PRODUCT-SERVICE SYSTEM DELIVERY(The Advanced Services Group, 2024); ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Revisiting the IIoT Platform Graveyard: Key Learnings from Failed IIoT Platform Initiatives(2023-12); ; ; The Industrial Internet of Things (IIoT) has led to a competitive race among digital and incumbent players to establish IIoT platforms. However, despite the undisputed potential of the IIoT, a first wave of IIoT platforms failed around 2018, with GE’s Predix being the most prominent one. Nevertheless, building upon valuable lessons learned, the IIoT platform market continued to grow significantly. We now experience a second wave of IIoT platform failures, with companies like Siemens, Google, and SAP divesting or restructuring significant parts of their IIoT platform. Acknowledging this, we revisited the IIoT platform graveyard to challenge and extend existing lessons learned. Hence, we interviewed major IIoT platforms and customers that were impacted by IIoT platform failures. We identified six key learnings that we integrated into a preliminary model for IIoT platform growth, highlighting evolutionary steps for successful platform growth. These findings provide practitioners strategic orientation for establishing IIoT platforms long-term.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, A Value Architecture Perspective of Product Service Software SystemsType:conference paperVolume:1st editionDOI:10.3926/serv2022 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Rise of Direct-to-Customer: Exploring Solution-Oriented Value Architectures Influenced by Digitalization, Sustainability, and Productivity(Springer Publishing Company (United States), 2024); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Value architecture of result-oriented PSS: An integration of value network partners(Spring Servitization Conference 2023, 2023); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, From Selling Assets to Delivering Equipment-as-a-Service(2020-09-14); ;