The Rise of Direct-to-Customer: Exploring Solution-Oriented Value Architectures Influenced by Digitalization, Sustainability, and Productivity
Type
book section
Date Issued
2024
Author(s)
Editor(s)
Meierhofer, Jürg
West, Shaun
Buecheler, Thierry
Scurati Giulia Wally
Abstract
This study explores the drivers behind product companies adapting their value ar-chitectures (VAs) involving channel partners to engage more directly with B2B end customers through direct-to-customer (DTC) approaches. Focusing on digi-talization, sustainability, and productivity concerns, it examines how these trends influence the adoption of DTC models during the shift from product to solution-oriented offerings. Conducted over two years, this qualitative single-case study in the construction industry investigates a tools manufacturer transitioning to solu-tion-oriented offerings. This research highlights the emergence of hybrid value architectures, combining direct and indirect channels, and emphasizes the im-portance of collaboration between product companies and channel partners to de-liver comprehensive, solution-oriented offerings. The findings contribute to the discourse on change drivers and their implications for manufacturers' value archi-tectures. By incorporating perspectives from manufacturers, distributors, and cus-tomers, this study offers a deeper understanding of the servitization process for incumbent manufacturers.
Language
English (United States)
Keywords
Direct-to-customer (DTC)
value architecture
solution business
distribution network
Book title
Smart Services supporting the value co-creation in industrial contexts
Publisher
Springer Publishing Company (United States)
Event Title
Smart Service Summit 2024