A digital servitization framework for viable manufacturing companies. Issue 13 (1st July 2021)

• Record Type: Journal Article
• Authors: Ciasullo, Maria Vincenza; Polese, Francesco; Montera, Raffaella; Carrubbo, Luca
• Is Part Of: Journal of business & industrial marketing. Volume 36:Issue 13(2021)
• Page Start: 142
• Page End: 160
• Publication Date: 2021-07-01
• Subjects: Value co-creation -- Manufacturing firms -- B2B markets -- Digital servitization -- Viable system approach; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-07-2020-0349
• Languages: English
• ISSNs: 0885-8624

Abstract

Abstract : Purpose: The purpose of this paper is to understand the strategic management of a technology-enabled shift from a product-centric to a service-centric logic and to identify the sociotechnical dynamics underlying this transition. The study focuses on how manufacturers manage to create value in industrial markets through digital servitization. Design/methodology/approach: An abductive research approach is used to investigate two manufacturing firms, and an interpretive framework is used as an analytical template. A cross-case analysis is conducted. Findings: The case companies strategically managed sociotechnical processes of digitization to co-create value. Their service orientation delineates dissimilarity in terms of digital servitization. It reflects a viable ecosystem that moves toward datatization through adaptation in one case and a viable ecosystem that moves toward digitization through reconfiguration in the other case. Practical implications: A theoretically grounded, empirically informed framework is proposed to detect transformational mechanisms to manage value co-creation in digitally servitized contexts, thus contributing to ecosystem viability. Originality/value: This is the first study to adopt a system perspective such as the viable system approach combined with service-dominant logic to reconceptualize the overall sociotechnical processes and the underlying mechanisms leading to digitized value creation. In line with a systems view and a systematic process based on a transformative attitude toward digital servitization, the empirically informed framework identifies specific co-creation activities and recursive feedback loops.