Advancement in digital technology is rapidly changing the contemporary landscape of business and associated networks for manufacturing firms. Many traditional physical products are now being embedded with digital components, providing them digital capability to become digitized products. The digitization of physical products has become an important driver for digital service innovation within manufacturing industries. Such digital service innovation transforms value networks of manufacturing firms in various industries. While digitization of products and digital service innovation can be observed in many manufacturing industries, this thesis focuses on the transformation of value networks within the vehicle industry. This thesis is a collection of papers and a cover paper. The thesis reports from a collaborative project in the vehicle industry. The project explored new digital services for vehicles based on remote diagnostics technology. The exploration and conceptualization of digital services is investigated in a collaborative manner with participants from the vehicle industry. The results reflect that there is a paradigm shift for manufacturing firms digitizing their products, and stretching the business scope from product to solution oriented business. This thesis contributes to the existing literature on digital innovation with insights on the transformation of value networks in the vehicle industry. The research question addressed in this thesis is: How are value networks of manufacturing firms transformed by digital service innovation? To answer the question, this thesis conceptualizes how the value creating pattern of digitized products transforms value networks of manufacturing firms. A model is presented that reflects how the symbiotic value relationship between the digitized product and digital services transforms the roles, relationships and exchanges in the value networks of manufacturing firms. The model can serve as an analytical tool to further advance the knowledge on business aspects in digital innovation. This thesis contributes to practice by providing an understanding of how manufacturing firms can leverage value of digitized products and digital services in value networks. / ReDi2Service

The digitalization of products has become an important driver for service innovation in manufacturing firms. The embedding of digital technology in previously non-digital products creates digitalized product platforms that enable digital service innovation. Digital service innovation offers new business opportunities for manufacturing industries, as well as challenges established premises for value creation.  While digital service innovation can be found in many manufacturing industries, this thesis studies service logic in digitalized product platforms in the vehicle industry. Existing Information Systems (IS) literature presents challenges in digital service innovation relating to value, architecture, and generativity. The design of the architecture of digitalized product platforms requires the identification and combination of digital and non-digital assets. Understanding the architectural aspects is useful in digital service innovation. Moreover, with growing instances of generative digital technologies, it is challenging to develop strategies to leverage generativity for service design in digitalized product platforms. While digital technologies are embedded in products, the role of technology-embeddedness in value creation of digital services is relatively unexplored. Drawing on these challenges, this thesis describes and conceptualizes the underlying premises brought by the architecture and generativity to the value creation of services in digitalized product platforms. The research question addressed in this thesis is: What are the underlying premises for services in digitalized product platforms? To address the question, an interpretive qualitative research approach was adopted in a collaborative research project concerning services enabled by digitalization of vehicles. Drawing on digital innovation and service literature, this thesis presents a theoretical perspective on the role of the architecture and generativity of digitalized product platforms for value creation of digital services. This perspective is conceptualized as underlying premises for this specific class of services. The premises frame the service logic in digitalized product platforms and provide a ground for understanding services in digitalized product platforms in relation to value dimensions, architecture and generativity. The premises are based on five concepts: value-in-architecture, value-in-connectivity, fundamental asset for value creation, mutual dependence of modular and layered modular assets, and re-evaluation of value propositions. The proposed premises offer a basis for understanding value creation of this class of services, and guidance for manufacturing firms designing digitalized product platforms.

This study examines how Design principles affect the view of Usability in Agile development. This case study has been conducted together with Uppsala Municipality’s Development department. The Design principles from Användningsforum and Government Digital Service are studied together with Agile development strategy to determine the influence on Usability. This is an empirical inductive study where data is collected and analyzed so that a theory may be presented. The thesis is based on qualitative data gathered from Uppsala Municipality’s development project and focus on the experience and attitude of the developers in the department. Data is collected through interviews and observations of the team members. Data is analyzed with Grounded theory approach. From the results it is concluded that the Design principles influence members of the department's awareness and focus on Usability when work with Agile development project.

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Problemformulering: Den digitala marknaden är expansiv, att introducera en ny produkt på marknaden är därför kritisk, lanseringen är ett avgörande moment. Lanseringen är ofta påkostad, men delges inte tillräckligt med intresse. Marknadsintroduktion av gamifications fallerar vanligtvis av den orsak att förståelse för användaren är undermålig. Syfte: Studien syftar till att bidra med ökad förståelse för hur en lanseringsstrategi för en digital plattform, vilken grundas på en gamification, kan se ut på den svenska marknaden. Metod: Studien utgår från ett hermeneutistiskt synsätt, undersökningen behandlas induktivt med deduktiva inslag, den teoretiska referensramen bearbetades med avsikt att generera förförståelse och behandlas grundläggande för det empiriska materialet. Undersökningen grundar sig i kvalitativ metod, semistrukturerade intervjuer har genomförts i form av individuella intervjuer och fokusgrupper, med intervjuguide som underlag. Intervjuerna spelades in, varpå det empiriska materialet transkriberades. Insamlad data kodades och kategoriserades. Slutsats: Av studien framkom tre essentiella kategorier; Intresse, Kommunikation och Kontinuitet, som kom att formas till modellen User Desired Lifecycle. Ett intresse kan väckas hos målgruppen, om tjänsten uppfyller ett behov som underlättar användarens vardag. Då användare är snabba på att avfärda digitala lösningar, bör budskapets kontext innefatta användbarhet och användarvänlighet. Kommunikation via influencers påvisas att föredra. Vidare framkom att kontinuitet kan skapas om den digitala tjänsten ger belöningar till användaren, vilket resulterar i motivation till nyttja tjänsten igen. Vidare framkom att företag bör lyssna på användarnas åsikter, i syfte till att uppdatera tjänsten, vilket kan resultera i en mer målgruppsanpassad tjänst. / Background: The digital market is expansive, therefore introducing a new product into the market is critical, launch is a crucial factor. The launch is often costly, but not enough interest is given to it. The market introduction of gamifications usually fails for the reason that the understanding of the user is inferior. Purpose: The aim of the study is to contribute to increased understanding of how a launching strategy for a digital platform, based on a gamification, can look in the swedish market. Method: The study is based on a hermeneutical approach, the study is dealt with inductively with deductive elements, the theoretical frame of reference was processed with the intention of generating understanding and being treated fundamentally for the empirical material. The survey is based on qualitative methodology, semistructured interviews have been conducted in the form of individual interviews and focus groups, with an interviewguide as basis. The interviews were recorded, after which the empirical material was transcribed. The collected data was encoded and categorized. Conclusion: The study revealed three essential categories; Interest, Communication and Continuity, which came to form the Model User Desired Lifecycle. An interest can be aroused by the target audience, if the service meets a need that facilitates the user's everyday life. As users are quick to discourage digital solutions, the context of the message should include usability and ease of use. Communication through influencers proves preferred. Furthermore, it emerged that continuity can be created if the digital service gives rewards to the user, resulting in motivation to use the service again. Furthermore, it was found that companies should listen to users' opinions in order to update the service, which could result in a more targeted service.

abstract: In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM on behalf of the company, both through social media and online review websites. Furthermore, I find that consumer perceptions of response personalization lead to judgments of company effort and that these two elements mediate the effect of response on consumer satisfaction. In Chapter 2, using a dataset of firm responses to positive consumer feedback on Twitter (tweets) from 79 apparel retailers, I find that company responses to positive consumer tweets can generate consumer engagement behavior in the form of continued interaction. Company responses that use consumer-oriented language increase the likelihood of consumer interactivity. However, this effectiveness depends on whether the consumer's audience is the company or their broader network of followers. I also show that, in some conditions, companies achieve higher consumer engagement by personalizing responses with the consumer's name. Together, the findings from these two chapters point to the need for companies to strategically practice positive eWOM management, both to promote consumer engagement behaviors and to avoid the negative outcomes associated with unresponsiveness. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2017

Fashion and textile upcycling is currently considered a time-consuming and labour- intensive process. Since textile waste materials are not readily available as a secondary raw material, the process of sourcing pre- and post-consumer textile waste usually requires a lot of time and effort, and often results in a high inconsistency in input materials. In consequence, upcycling operations are generally difficult to scale up. In order to address this issue, this research study aims to explore the current sourcing process of secondary raw material as well as the opportunities and challenges this sourcing process implies for a B2B trading platform of secondary raw material. In order to serve the purpose of this research study, semi-structured interviews with experienced professionals from five small and medium-sized fashion and textile upcycling companies have been conducted. The empirical data collected through the semi-structured interviews was analysed using an inductive approach of qualitative content analysis. The overall findings suggest that concerning the sourcing process of post-consumer textiles for upcycling, the identified opportunities for a B2B trading platform outweigh the challenges. However, pre-consumer textile waste is often provided in the form of an already upcycled yarn from fabric or garment suppliers which gives the impression that a B2B trading platform is less relevant in this case. Nevertheless, the empirical results might have been impacted by the small sample size and the strong focus on post-consumer textiles. Therefore, more research is necessary in order to understand how SMEs working with pre-consumer textile waste source their input materials for upcycling and which opportunities and challenges this potentially different process implies for a B2B trading platform of secondary raw material.

Peer-to-peer (P2P) carsharing services offer a promising strategy for sustainable mobility, yet their uptake in Sweden has been slower than anticipated, particularly among car owners functioning as service providers. This study seeks to address this gap in understanding by examining the factors influencing these car owners' decisions to participate in P2P carsharing services. Using the Fogg Behavior Model (FBM) as a theoretical framework, 13 semi-structured interviews were conducted with both active and inactive users. Findings reveal that financial incentives, trust, and the potential to contribute to environmental sustainability motivate participation, while concerns about vehicle damage, liability issues, and perceived low demand present barriers. These insights can guide the development of digital services to better address these factors, potentially stimulating broader participation. Future research, drawing on the FBM, could focus on designing effective triggers based on these identified motivators and barriers. Despite the potential limitation of the small sample size impacting generalizability, the study offers valuable implications for service designers  aiming to boost the adoption of P2P carsharing services in Sweden to achieve the country's emission reduction targets.

有鑑於法規政策、科技改變與公司策略三者乃促使數位匯流的驅動力，而在政府政策與科技影響之下，國內有線電視系統正值發展數位服務的關鍵時刻，本研究將產品創新的相關理論，置放於國內有線電視系統產業的脈絡，探討有線電視系統的產品創新策略，分析影響系統業者產品創新策略之因素，藉此瞭解該產業於數位服務的經營現況與策略規劃。 　　本研究的研究問題探討有線電視系統數位服務的發展現況、系統經營者的產品創新流程、影響有線電視系統產品創新策略的外部環境與內部組織因素、系統經營者的產品創新策略，以及該些策略對數位服務發展的可能影響。 　　綜觀本論文的研究結果，首先，影響系統經營者創新活動的外部與內部因素，外部因素是企業創新環境，位處相同發展脈絡與環境，使得系統業者的外部環境影響因素相當一致，內部因素則屬於組織創新能力的問題，由企業自身條件與發展沿革而定，且不同的企業各自相異，但企業規模此項因素則主要作用於獨立系統業者。其次，由於策略的採納並不是非此即彼的互斥選擇，而是重要性的程度差異，系統經營者依據產品與市場的特性，分別以某個產品創新策略為主，並搭配其他的策略來達成目標。例如單向廣播的數位頻道，系統經營者主要採取內容授權以及與同業和異業之間的策略聯盟，輔以多元的價格組合來開發與推廣；發展寬頻網路的方式則是透過內部發展與低價策略，同時可能必須搭配技術授權來達成；系統經營者藉由與異業的策略聯盟提供網路電話服務；雙向互動服務的開發與推行則透過策略聯盟、內部發展搭配差異化、顧客友善與低價策略來進行產品創新。 　　總的來說，從組織回應外在環境與市場的方式來歸納國內有線電視系統的產品創新策略傾向，若將獨立系統與MSO相較，獨立系統傾向防禦者與反應者策略，MSO則傾向前瞻者與分析者策略。系統業者各依照其不同的策略傾向，考量產品與市場的特性，搭配不同的產品創新策略來開發與推廣數位服務。

Innovating with digital technologies is becoming increasingly necessary as firms seek to remain competitive. Previous scholarship has showed how digital innovation can be managed to be competitive and gain value creation internally. However, the use of diverse digital resources in creating novel services has shaped an opportunity for research in Digital service innovation (DSI). To date, DSI have started to spread in Information System research. However, to understand DSI and its associated value creation dynamics – the relations between internal and external IT-based value creation are unreported. Therefore, in drawing on a qualitative case study of construction firm’s use of DSI capabilities through a Web-based 3D Configurator. This thesis aims to understand its role and dynamics between internal and external IT-based value creation. The results illustrate the role of the Web-based 3D configurator as a fundamental means for delivering both internal and external values. Contrasting previous research, the findings reveal how the firm first needed to achieve external IT-based value creation before internal IT-based values could be realized. This findings contributes to a deeper understanding of DSI and its value creation dynamics, which in the future can be a starting point for creation of new frameworks in managing DSI.