Background: Traditional banks in Sweden are undergoing major transformations from interacting mainly through physical touchpoints with a product-centric approach to an expanded range of digitalised touchpoints and a more customer-centric approach. This transformation exemplifies what in research is referred to as digital servitisation.  Purpose: To explore perceived implications in the banks’ relationship to customers when they digitalise customer touchpoints. Furthermore, to understand how different roles involved in customer relationship management and customer touchpoints - strategic, analytical and operational perspectives - perceive the work needed to interact with customers through different touchpoints. Method: Through a qualitative, interpretative, multiple case study two traditional Swedish banks are explored in their work with their relationships with their customers and digitalised touchpoints. The empirical data is gathered through 15 semi-structured interviews with respondents working analytically, operationally and strategically to gain as representative an understanding of the general perception among employees as possible.  Findings: Using a thematic analysis, the thesis presents six themes; (1) Customers in charge of interactions, (2) Becoming more complex, (3) Relationships are more interchangeable, (4) Rethinking relationship components, (5) Connecting the dots and (6) Integrating the old with the new. The themes are clustered as Changes (1-3) and Adaptations (4-6).  Conclusions: The thesis concludes that the relationship between banks and their customers has and continues to change in the transformation of digital servitisation. The demands and behaviours of the customer are perceived to change, simultaneously they gain more power over the relationship and the banks become more interchangeable. Thus, the banks must change along with the relationship to adhere to the customers’ demands, in order to stay relevant and keep their competitive advantage. At the time being, there are several ways that the banks believe that this can be done, but continue to express that they are still exploring to find the right approach and how to execute it.

Im digitalen Zeitalter sind Innovationskraft und eine effiziente Adaption digitaler Technologien für Unternehmen entscheidend, um sich Wettbewerbsvorteile zu sichern. Der Einsatz digitaler Technologien für Innovation verspricht in diesem Zusammenhang nicht nur Produktivitätsvorteile, sondern steigert auch die Kundenzufriedenheit und macht Unternehmen agiler und widerstandsfähiger gegenüber Krisen. Eine zentrale Rolle spielt dabei die Anwendung von Big Data Analytics, jedoch bestehen derzeit erhebliche Forschungsbedarfe, um genauer zu ergründen, wie Big Data Analytics systematisch in Innovationsökosystemen genutzt werden können. Zum einen herrscht ein Mangel an Forschung über die strategischen Beiträge von Big Data Analytics für Innovation, insbesondere im Kontext des Zusammenwirkens verschiedener Akteure. Zum anderen liegt der Fokus bestehender Forschungsarbeiten oft nur auf Teilaspekten der Anwendung von Big Data Analytics und vernachlässigt umfassendere Betrachtungen, aus einer Ökosystem-Perspektive heraus. Für die Praxis liegen die primären Hürden dabei häufig nicht in der Technologie selbst, sondern in deren Adaption innerhalb der wertschöpfenden Strukturen von Unternehmen. Diese Dissertation zielt darauf ab, diese Lücke zu schließen und untersucht die systematische Anwendung von Big Data Analytics in Innovationsökosystemen und nutzt dafür einen Design-Science-Research-Ansatz als übergeordnete Forschungsmethode. Im Dachbeitrag und in den Einzelbeiträgen des kumulativen Dissertationsvorhabens wird dafür gestaltungsorientierte Forschung angewendet, um theoretische Erkenntnisse direkt in die praktische Gestaltung und Entwicklung von Lösungen zu integrieren. Im Ergebnis liefert die Dissertation einen übergeordneten Ordnungsrahmen für die Anwendung von Big Data Analytics in Innovationsökosystemen, der die gesammelten Erkenntnisse aus dem Forschungsprojekt CODIFeY und den Einzelbeiträgen integriert. Damit trägt die Dissertation über den entwickelten Ordnungsrahmen und die IT-Artefakte der Einzelbeiträge dazu bei, ein besseres Verständnis für die strategische Nutzung digitaler Technologien zur Förderung von Innovation und Wettbewerbsvorteilen zu erreichen, was sowohl wissenschaftlich als auch praktisch einen Mehrwert bietet.:Danksagung i Einzelbeiträge iii Inhaltsverzeichnis iv Abkürzungsverzeichnis x Abbildungsverzeichnis xii Tabellenverzeichnis xiv Kurzzusammenfassung 1 Abstract 2 I. Dachbeitrag 3 1 Einleitung 3 1.1 Motivation 3 1.2 Problem- und Fragestellung 5 1.3 Zielstellung 8 1.4 Aufbau des Dachbeitrags 9 2 Forschungsansatz 11 2.1 Wissenschaftstheoretische Grundpositionierung 11 2.2 Forschungsmethode 12 2.2.1 Design Science Research als übergeordnetes Forschungsparadigma 12 2.2.2 Das Projekt Community-basierte Dienstleistungs-Innovation für e-Mobility 14 2.2.3 Aufbau des kumulativen Dissertationsvorhabens 17 3 Stand der Wissenschaft und Forschung 24 3.1 Big Data Analytics 24 3.2 Datengetriebene Innovation 25 3.3 Innovationsökosysteme aus der Perspektive der Service Dominant Logic 27 4 Gestaltung eines Ordnungsrahmens für die Anwendung von Big Data Analytics in Innovationsökosystemen 30 4.1 Das Modell eines Innovationsökosystems aus Sicht der Service Dominant Logic 30 4.2 Ableitung der Dimensionen des Ordnungsrahmens für die Anwendung von Big Data Analytics in Innovationsökosystemen 35 5 Eine Systematisierung von Anwendungsfällen von Big Data Analytics in Innovationsökosystemen 39 5.1 Big Data Analytics als Mittel für Innovation 39 5.2 Big Data Analytics als Ergebnis von Innovation 44 5.3 Demonstration & Evaluation des Ordnungsrahmens 50 6 Fazit 52 II. Research Papers of the Dissertation 55 Paper A – Capturing the Bigger Picture? Applying Text Analytics to Foster Open Innovation 55 A1 Introduction 57 A2 Background and Terminology 60 A2.1 Complexities of Sustainability-Oriented Innovation 60 A2.2 Open Innovation as an Instrument for Participation 62 A2.3 Sustainable-Oriented Innovation and Open Innovation 64 A2.4 Silent Stakeholders 67 A2.5 Research Focus: Text Analytics in Direct Search Methods for Sustainability-Oriented Innovation 69 A3 Action Research Study 72 A3.1 Description of the Action Research Cycle 72 A3.2 Diagnosing the Project Background 73 A3.3 Action Planning and Taking—Application of Text Analytics 77 A4 Results 82 A4.1 Findings from the Overall Discourse Analysis 82 A4.2 Findings from Zooming into Single Topics 84 A4.3 Applicability in the Innovation Process for the Label Development 85 A5 Discussion 87 A6 Implications and Conclusions 88 Paper B – What the Hack? – Towards a Taxonomy of Hackathons 92 B1 Introduction 93 B2 A Process-centric Perspective on Open Innovation and Hackathons 95 B3 Research Approach 97 B3.1 Taxonomy Development 97 B3.2 Literature Review 98 B4 A Taxonomy of Hackathons 101 B4.1 Overview of the Taxonomy 101 B4.2 Strategic Design Decisions 102 B4.3 Operational Design Decisions 104 B5 Discussion 107 B6 Conclusion 109 Paper C – Combining Open Innovation and Knowledge Management in Communities of Practice - An Analytics Driven Approach 110 C1 Introduction 111 C2 Foundations 113 C2.1 Knowledge Management and Innovation 113 C2.2 Communities of Practice 114 C2.3 Analytics domains 114 C3 Research Methodology 117 C4 Conceptual Framework for the Integration of Open Innovation and Knowledge Management 118 C4.1 Conceptual Data Model 119 C5 Implementation & Evaluation of a Pilot Project 122 C5.1 The Research Project CODIFeY 122 C5.2 Evaluation and Preliminary Findings 124 C6 Conclusions 126 Paper D – Entwicklung eines Analytics Framework für virtuelle Communities of Practice 127 D1 Einführung 128 D2 Grundlagen 130 D2.1 Communities of Practice 130 D2.2 Analytics 131 D2.3 Design eines Analytics Frameworks für Communities of Practice 132 D3 Demonstration und Evaluation im Projekt CODIFeY 136 D4 Fazit 138 Paper E – Teaching Data Driven Innovation – Facing a Challenge for Higher Education 139 E1 Introduction 140 E2 Foundations and Theoretical Underpinning 142 E2.1 Data Driven Innovation 142 E2.2 Teaching Data-Driven Innovation 142 E2.3 Pedagogical Approach 143 E3 Research Method 145 E3.1 General Morphological Analysis 145 E3.2 Data Collection and Empirical Analysis 146 E4 Design of the Morphological Box 148 E4.1 Teaching Method 148 E4.2 Course Setting 149 E4.3 Course Content 149 E4.4 Innovation Approach 150 E4.5 Morphological Box for Teaching Data Driven Innovation 151 E5 Teaching Cases 153 E5.1 Case A: Data Driven Value Generation for the Internet of Things 153 E5.2 Case B: Data Driven Innovation Project in the Field of E-mobility 154 E6 Conclusion 156 Paper F – Cross-Disciplinary Collaboration for Designing Data-Driven Products and Services 157 F1 Introduction 158 F2 Foundations and Theoretical Background 161 F2.1 Data Literacy as a Foundation for the Design of Data-Driven Product and Services 161 F2.2 Collaborative Processes and Knowledge Transfer 162 F2.3 Knowledge Boundaries 162 F2.4 Boundary Objects 163 F2.5 Boundary Objects for Collaboration Processes and Knowledge Integration 164 F3 Research Approach 166 F4 Design of the Data Vignette 169 F4.1 Thematic View 169 F4.2 Structural View 173 F5 Evaluation of the Artifact 178 F5.1 Artificial Evaluation Using the Guidelines of Modelling 178 F5.2 Application of the DV - A First Pilot 179 F6 Conclusion 182 Paper G – Towards the Development of a Typology of Big Data Analytics in Innovation Ecosystems 184 G1 Introduction 185 G2 Foundations 187 G2.1 The Role of Technology for Innovation Ecosystems 187 G2.2 Big Data Analytics in Innovation Ecosystems 188 G3 Research Approach 189 G4 Towards a Typology of Big Data Analytics in Innovation Ecosystems 190 G5 Further research 192 Paper H – Hackathons als Gestaltungswerkzeug für plattform-basierte digitale Ökosysteme 193 H1 Einleitung 194 H2 Grundlagen 196 H2.1 Plattform-basierte digitale Ökosysteme 196 H2.2 Hackathons als Gestaltungswerkzeug 197 H3 Forschungsmethode 199 H4 Hackathons für die Gestaltung plattform-basierter Ökosysteme 202 H4.1 Markt-orientierte Plattform-Hackathons 202 H4.2 Technologie-orientierte Plattform-Hackathons 204 H5 Fazit 206 Literaturverzeichnis xv Anhang li Anhang 1 li / In the digital age, the ability to innovate and the efficient adoption of digital technologies are crucial for companies to gain competitive advantages. The use of digital technologies for innovation promises not only productivity gains but also increases customer satisfaction and makes companies more agile and resilient to crises. The focus here is on the application of big data analytics, but there is currently still a considerable need for research to understand how big data analytics can be used systematically in innovation ecosystems. On the one hand, there is a lack of research on the strategic contributions of big data analytics to innovation, particularly in the context of the interaction of various actors. On the other hand, the focus of existing research often only addresses partial aspects of the application of big data analytics and neglects broader considerations from an ecosystem perspective. For practice, the primary hurdles often lie not in the technology itself but in its adaptation within the value-creating structures of companies. This dissertation aims to close this gap and examines the systematic application of big data analytics in innovation ecosystems, using a design science research approach as the overarching research method. In the summary and in the individual papers of the cumulative dissertation project, design-oriented research is used to integrate theoretical insights directly into the practical design and development of solutions. As a result, the dissertation provides an overarching framework for the application of big data analytics in innovation ecosystems, integrating the insights gathered from the CODIFeY research project and the individual contributions. The dissertation on the developed framework and the IT artifacts of the individual contributions contributes to a better understanding of the strategic use of digital technologies to promote innovation and competitive advantages, which offers added value both scientifically and practically.:Danksagung i Einzelbeiträge iii Inhaltsverzeichnis iv Abkürzungsverzeichnis x Abbildungsverzeichnis xii Tabellenverzeichnis xiv Kurzzusammenfassung 1 Abstract 2 I. Dachbeitrag 3 1 Einleitung 3 1.1 Motivation 3 1.2 Problem- und Fragestellung 5 1.3 Zielstellung 8 1.4 Aufbau des Dachbeitrags 9 2 Forschungsansatz 11 2.1 Wissenschaftstheoretische Grundpositionierung 11 2.2 Forschungsmethode 12 2.2.1 Design Science Research als übergeordnetes Forschungsparadigma 12 2.2.2 Das Projekt Community-basierte Dienstleistungs-Innovation für e-Mobility 14 2.2.3 Aufbau des kumulativen Dissertationsvorhabens 17 3 Stand der Wissenschaft und Forschung 24 3.1 Big Data Analytics 24 3.2 Datengetriebene Innovation 25 3.3 Innovationsökosysteme aus der Perspektive der Service Dominant Logic 27 4 Gestaltung eines Ordnungsrahmens für die Anwendung von Big Data Analytics in Innovationsökosystemen 30 4.1 Das Modell eines Innovationsökosystems aus Sicht der Service Dominant Logic 30 4.2 Ableitung der Dimensionen des Ordnungsrahmens für die Anwendung von Big Data Analytics in Innovationsökosystemen 35 5 Eine Systematisierung von Anwendungsfällen von Big Data Analytics in Innovationsökosystemen 39 5.1 Big Data Analytics als Mittel für Innovation 39 5.2 Big Data Analytics als Ergebnis von Innovation 44 5.3 Demonstration & Evaluation des Ordnungsrahmens 50 6 Fazit 52 II. Research Papers of the Dissertation 55 Paper A – Capturing the Bigger Picture? Applying Text Analytics to Foster Open Innovation 55 A1 Introduction 57 A2 Background and Terminology 60 A2.1 Complexities of Sustainability-Oriented Innovation 60 A2.2 Open Innovation as an Instrument for Participation 62 A2.3 Sustainable-Oriented Innovation and Open Innovation 64 A2.4 Silent Stakeholders 67 A2.5 Research Focus: Text Analytics in Direct Search Methods for Sustainability-Oriented Innovation 69 A3 Action Research Study 72 A3.1 Description of the Action Research Cycle 72 A3.2 Diagnosing the Project Background 73 A3.3 Action Planning and Taking—Application of Text Analytics 77 A4 Results 82 A4.1 Findings from the Overall Discourse Analysis 82 A4.2 Findings from Zooming into Single Topics 84 A4.3 Applicability in the Innovation Process for the Label Development 85 A5 Discussion 87 A6 Implications and Conclusions 88 Paper B – What the Hack? – Towards a Taxonomy of Hackathons 92 B1 Introduction 93 B2 A Process-centric Perspective on Open Innovation and Hackathons 95 B3 Research Approach 97 B3.1 Taxonomy Development 97 B3.2 Literature Review 98 B4 A Taxonomy of Hackathons 101 B4.1 Overview of the Taxonomy 101 B4.2 Strategic Design Decisions 102 B4.3 Operational Design Decisions 104 B5 Discussion 107 B6 Conclusion 109 Paper C – Combining Open Innovation and Knowledge Management in Communities of Practice - An Analytics Driven Approach 110 C1 Introduction 111 C2 Foundations 113 C2.1 Knowledge Management and Innovation 113 C2.2 Communities of Practice 114 C2.3 Analytics domains 114 C3 Research Methodology 117 C4 Conceptual Framework for the Integration of Open Innovation and Knowledge Management 118 C4.1 Conceptual Data Model 119 C5 Implementation & Evaluation of a Pilot Project 122 C5.1 The Research Project CODIFeY 122 C5.2 Evaluation and Preliminary Findings 124 C6 Conclusions 126 Paper D – Entwicklung eines Analytics Framework für virtuelle Communities of Practice 127 D1 Einführung 128 D2 Grundlagen 130 D2.1 Communities of Practice 130 D2.2 Analytics 131 D2.3 Design eines Analytics Frameworks für Communities of Practice 132 D3 Demonstration und Evaluation im Projekt CODIFeY 136 D4 Fazit 138 Paper E – Teaching Data Driven Innovation – Facing a Challenge for Higher Education 139 E1 Introduction 140 E2 Foundations and Theoretical Underpinning 142 E2.1 Data Driven Innovation 142 E2.2 Teaching Data-Driven Innovation 142 E2.3 Pedagogical Approach 143 E3 Research Method 145 E3.1 General Morphological Analysis 145 E3.2 Data Collection and Empirical Analysis 146 E4 Design of the Morphological Box 148 E4.1 Teaching Method 148 E4.2 Course Setting 149 E4.3 Course Content 149 E4.4 Innovation Approach 150 E4.5 Morphological Box for Teaching Data Driven Innovation 151 E5 Teaching Cases 153 E5.1 Case A: Data Driven Value Generation for the Internet of Things 153 E5.2 Case B: Data Driven Innovation Project in the Field of E-mobility 154 E6 Conclusion 156 Paper F – Cross-Disciplinary Collaboration for Designing Data-Driven Products and Services 157 F1 Introduction 158 F2 Foundations and Theoretical Background 161 F2.1 Data Literacy as a Foundation for the Design of Data-Driven Product and Services 161 F2.2 Collaborative Processes and Knowledge Transfer 162 F2.3 Knowledge Boundaries 162 F2.4 Boundary Objects 163 F2.5 Boundary Objects for Collaboration Processes and Knowledge Integration 164 F3 Research Approach 166 F4 Design of the Data Vignette 169 F4.1 Thematic View 169 F4.2 Structural View 173 F5 Evaluation of the Artifact 178 F5.1 Artificial Evaluation Using the Guidelines of Modelling 178 F5.2 Application of the DV - A First Pilot 179 F6 Conclusion 182 Paper G – Towards the Development of a Typology of Big Data Analytics in Innovation Ecosystems 184 G1 Introduction 185 G2 Foundations 187 G2.1 The Role of Technology for Innovation Ecosystems 187 G2.2 Big Data Analytics in Innovation Ecosystems 188 G3 Research Approach 189 G4 Towards a Typology of Big Data Analytics in Innovation Ecosystems 190 G5 Further research 192 Paper H – Hackathons als Gestaltungswerkzeug für plattform-basierte digitale Ökosysteme 193 H1 Einleitung 194 H2 Grundlagen 196 H2.1 Plattform-basierte digitale Ökosysteme 196 H2.2 Hackathons als Gestaltungswerkzeug 197 H3 Forschungsmethode 199 H4 Hackathons für die Gestaltung plattform-basierter Ökosysteme 202 H4.1 Markt-orientierte Plattform-Hackathons 202 H4.2 Technologie-orientierte Plattform-Hackathons 204 H5 Fazit 206 Literaturverzeichnis xv Anhang li Anhang 1 li

Empresas de manufatura tradicionalmente concentram os seus esforços em concepção, desenvolvimento, fabricação e comercialização de produtos físicos. No entanto, alguns fabricantes têm alterado suas estratégias de negócio, complementando a venda de produtos com o fornecimento de serviços, incorporando conhecimentos e atividades associados ao seu uso, e gerando maior percepção de valor por parte dos seus clientes. Com isso, a competição estratégica por meio de serviços tem se tornado uma marca distintiva das empresas de manufatura inovadoras, proporcionando à empresa um meio robusto para proteger o seu mercado dos concorrentes. Assim, observa-se um interesse crescente em pesquisas sobre o papel dos serviços para sustentar a competitividade da indústria. Abordagens orientadas a serviço, que incorporam esta mudança de foco do negócio, da oferta de produtos isolados para soluções integradas, têm sido tratadas na comunidade acadêmica como servitização, e tipicamente acarretam inovações no modelo de negócios (MN) da empresa. O objetivo deste trabalho é investigar como as empresas podem promover inovações em seus MNs para suportar suas estratégias de servitização, e propor um conjunto de artefatos para apoiá-las na implantação destas estratégias, a partir do seguinte problema de pesquisa: \"Como inovar o MN de uma empresa que adota a estratégia de servitização?\", que se desdobra nas seguintes questões: (i) quais são os principais fatores motivadores para uma empresa adotar a estratégia de servitização?; (ii) como representar o MN de uma empresa incorporando a lógica dominante de serviço, mais adequada para servitização?; (iii) como inovar o MN de uma empresa para implantar sua estratégia de servitização?; e (iv) como aplicar os artefatos propostos para apoiar a implantação da estratégia de servitização em uma empresa? Realiza-se uma pesquisa de natureza exploratória e prescritiva, baseada no método design scienceresearche amparada por uma revisão sistemática da literatura sobre os temas correlatos, visando propor artefatos em resposta às questões colocadas. A demonstração de um dos artefatos propostos é feita com suporte de um estudo de caso em uma empresa multinacional, fabricante de equipamentos médicos, seguida por uma avaliação empírica desta demonstração, suportada pelo método thinkingaloud. A partir das quatro questões de pesquisa, são obtidos os seguintes resultados: (i) identificação, análise e categorização dos principais fatores motivadores para adoção da servitização; (ii) proposição de uma arquitetura de MN incorporando a lógica dominante de serviço, para facilitar o estudo da servitização; (iii) proposição de um processo de inovação do MN da empresa, para implantar a servitização. e (iv) demonstração e avaliação da arquitetura proposta de MN para servitização. A pesquisa oferece contribuições à literatura de MN e servitização, e aos gestores de empresas, propondo os artefatos canvas do modelo de negócios para servitização (CMNS) e o processo IPIDI para inovação do MN para servitização, além de contribuições metodológicas relativas a design scienceresearch e thinking aloud. / Manufacturing companies traditionally are focused on designing, developing, manufacturing and marketing physical products. However, some manufacturers are changing their business strategies, complementing the sale of products by providing services, adding knowledge and activities associated with their use, and creating a higher perception of value by their customers.Strategic competition through service delivery has become a hallmark of the innovative manufacturing companies, providing the companies with a robust means to protect their market from competitors. Thus, there is a growing interest in researching the role of services in sustaining the competitiveness of manufacturing industry.Service-oriented approaches, which incorporate this shift in business\' focus from offering isolated products, to proposing integrated solutions, have been addressed in the literature as servitization, and typically entail innovations in the company\'s business model (BM). The goal of this research is investigating how companies can promote transformations in their BMs to support their servitization strategies, and proposing a set of artifacts to support them in the implementation of these strategies, since the following research problem: \"How to innovate the BM of a company which adopts the servitization strategy? \", which unfolds in the following questions: (i) what are the main motivating factors for a company to adopt the servitization strategy?; (ii) how to represent the BM of a company incorporating the service-dominant logic, more suitable for servitization?; (iii) how to innovate a company\'s BM to implement its servitization strategy ?; and (iv) how to apply the proposed artifacts to support the implementation of the servitization strategy in a company? An exploratory and prescriptive research is carried out, based on the design science research methodology, and supported by a systematic literature review on the related subjects, aiming at proposing artifacts in response to the questions posed. The demonstration of the proposed artifacts is done by means of a case study in a multinational company, which manufactures medical devices, followed by an assessment of this demonstration, supported by the thinking aloud method. From the four research questions, the following results are obtained: (i) identification, analysis and categorization of the main motivating factors for servitization adoption; (ii) proposing a BM architecture according to the service-dominant logic, to help the servitization study; (iii) proposing an innovation process for the company\'s BM, to implement the servitization; and (iv) demonstration and assessment of the proposed BM architecture for servitization. The research offers contributions to the literature of BM and servitization, and to practitioners, proposing the artifacts business model canvas for servitization (BMCS) and the IPIDI process for innovation of BM for servitization, besides some methodological contributions related to design science research and thinking aloud.

The purpose of this study is to explore the different marketing techniques accessible to fashion independent retailers and aiming to strengthen their customer relationship and attract/create a community. It also focuses on understanding the applicability and operationalization of customer relationship management marketing techniques in a specific context, here, a fashion independent retailer. / Program: Master programme in Fashion Management

The academic and business understanding of how Business Models through Service Logic co-creates, proposes, and captures value in extensive and complex Networked Systems is at its first daylight, specifically in the context of Service Systems with their Ecologies. With the complexity emerging in the Service Economies along with the advances in Information and Communication Technology such as the Cloud and Big Data, to describe and define the business operations, units, and value propositions consequently is done by business modeling and innovation of the company to acquire a current or new capitalization strategy, control and execution. Open Business Models such as the Business Model Canvas are easily integrated in existing or new Enterprises and Service Systems, and aim to facilitate the development of private as well as public entities in adapting, accessing, and integrating operant and operand resources by the ever-so-more used Service Logic. A Service Business Model has the academia and business recognized Service-Dominant Logic (S-D Logic) as a foundation for sensemaking in complex Networked Systems and Service Economies. The authors have conducted 20 face-to-face interviews with private and public company managers at all levels, review of literature in the Business Model and Service Logic fields, and also reviewed case studies from IBM on Business Models and its Leadership, Strategy and Technology (and Services) – which is a natural extension of our Interdisciplinary and Systems Sciences studies with S-D Logic at Karlstad Business School and Karlstad University for the past four years. The author’s research, interviews and IBM’s case studies show a need for further conceptualization and sensemaking of the Value Co-Creations and Propositions in Service Eco-System settings – and also decision-making assistance for managers designing, innovating and using Service Business Models to create sustainable Ecologies. Moreover, a Leadership perspective with a systems level strategy in Service Eco-Systems through externally-faced Value Propositions with the ability to create opportunities needs to be developed through a systems thinking. Furthermore, the quality of interaction, shared information, and influence in Dyad Perspective to facilitate Triad Relationships captures value – which is facilitated by the new Service Canvas Business Model. We argue for a multiple perspective in Service Business Models to cater both partner and customer perspective with internally- and externally-faced Value Propositions to Co-Create or Capture Value – we see that this requires an objective (objectification) foundation for consensus; the 4C model. We contend that Service Eco-Systems cannot scale or sustain without the proper use of Technology specifically Communication but also Information, which determine most of the quality in modern and digital service interactions and perspectives. Our interviews, reviews, and cumulative research in Service Business Models and Eco-Systems with IBM case studies are all strong foundations for current and future research but also for business practice today.

中小企業一向是經濟成長的主力，然而受限其資源的短缺，往往無法提供顧客更好的商品或服務。雖然文獻指出中小企業可以透過資訊科技與夥伴和顧客合作來克服它先天的弱勢並提供更好的服務，但仍有許多模糊未解的問題。例如，哪一種中小企業較願意導入以資訊科技為基礎的協同合作模式(IT-enabled Collaboration)？而這樣的合作模式是否能真正的提升他們的績效表現呢？本研究以資源基礎理論和服務導向邏輯理論(service-dominant logic)為基礎，將資源分為operant資源、operand資源、資源互補性及資源相似性，試圖找出在何種資源模式下，中小企業會偏向使用以資訊科技為基礎的協同合作模式。研究方法採用個案研究，並以宜蘭縣枕頭山休閒農業區的八家中小型業者為目標進行訪談。在資料蒐集和分析之後，本研究發現operand資源與operant資源皆會正向的影響到中小企業對科技化合作的參與，其中又以operant資源的影響為更大。此外，從研究中也驗證了科技化合作能促成中小企業績效的提升。根據研究結果，本研究將operant資源視為影響中小企業導入科技化合作模式進而達成績效提升的主要關鍵資源。 / Small and medium sized enterprises (SMEs) are the main force to economic growth, but they usually restricted by resource shortage when they want to upgrade goods or services. Past literature has indicated collaboration with partners and customers through information technology (IT) may overcome their weakness and serve better. However, there still are blurs, like what kind of SMEs are more likely to engage IT-enabled collaboration? Will IT-enabled collaboration really enhance SMEs performance? Our research framework based on resource-based view and service-dominant logic categorizing SME resources into (1) operand resources, (2) operant resources, (3) resource complementarity and (4) resource similarity. We attempt to find out what key resources in SMEs are related to the usage of IT-enabled collaboration and the contributions to SME performance. We conduct case study with 8 SMEs in Mt. Pillow Leisure Agriculture Area. After data collection and analysis, we figure out that both operand and operant resources have positive impact on IT-enabled collaboration; furthermore, operant resources contribute more for SMEs to communicate and coordinate with each other and customers. In addition, from our research, we demonstrate that IT-enabled collaboration helps SMEs to perform better. Therefore, we suggest operant resources as important resources for SMEs engaging in IT-enabled collaboration and consequently enhancing their performance.

Submitted by Guilherme Takamine Correia (gtakamine@gmail.com) on 2014-09-17T20:23:35Z No. of bitstreams: 1 Guilherme_Takamine_0830714_FINAL.pdf: 2537049 bytes, checksum: 8b19bdd2ebff97340ff7de1e8792701c (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2014-10-23T19:00:55Z (GMT) No. of bitstreams: 1 Guilherme_Takamine_0830714_FINAL.pdf: 2537049 bytes, checksum: 8b19bdd2ebff97340ff7de1e8792701c (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2014-10-29T17:36:30Z (GMT) No. of bitstreams: 1 Guilherme_Takamine_0830714_FINAL.pdf: 2537049 bytes, checksum: 8b19bdd2ebff97340ff7de1e8792701c (MD5) / Made available in DSpace on 2014-10-29T17:36:58Z (GMT). No. of bitstreams: 1 Guilherme_Takamine_0830714_FINAL.pdf: 2537049 bytes, checksum: 8b19bdd2ebff97340ff7de1e8792701c (MD5) Previous issue date: 2014-04-28 / Por que a maior empresa de cosmético do mundo não entra no canal de vendas da maior empresa de cosméticos do Brasil? O trabalho a seguir tem o objetivo de analisar a L’Oréal Brasil e entender os motivos de ela não atuar no canal de vendas door-to-door, principal canal de vendas da Natura, a maior empresa de cosméticos do Brasil. Com base no método do Estudo do Caso, foram feitas 23 entrevistas tendo como amostra o corpo executivo da L’Oréal Brasil, bem como seu CEO. O estudo abrangeu diversas áreas da organização: marketing, suprimentos, fabricação, recursos humanos, vendas e logística. Com base na teoria da Lógica Dominante, notou-se que apesar de o canal de vendas door-to-door ser atrativo, existem diversas razões estratégicas/crenças que impedem que a L’Oréal entre no canal, são elas: a desconfiança no futuro do canal, a operação logística e o paradigma histórico da L’Oréal. / Why does the largest cosmetics company in the world does not enter the channel of the largest cosmetic company in Brazil? The main objective of this work is to analyse the L'Oréal Brazil’s case and understand its motivations or reasons not to act in the door-to-door channel today dominate by Natura, the largest cosmetic company in Brazil. The method of case study included 23 interviews, among them the executive body of L'Oréal Brazil and its CEO. Several areas of the organization have been studied: marketing, supply chain, manufacturing, human resources, sales, among others. Based on the theory of Dominant Logic, it was noted that despite being attractive the is door-to-door channel, is not a strategic option for L'Oréal due to by: a lack of confidence about the future of the channel-door to-door, the operational logistics and mismatch paradigm of L'Oréal with the channel.

I Sverige har vi flera stora idrottsevenemang som var för sig lockar tiotusentals deltagare varje år. Arrangörerna av dessa idrottsevenemang har i uppgift att leva upp till varje deltagares (kunds) förväntningar och tillfredsställa deras behov. Kundvärde är ett centralt begrepp inom både kvalitetsutveckling och marknadsföring och kundvärdeskapande anses vara en viktig framgångsfaktor för alla organisationer. Inte minst i framtiden då konsumenterna allt mer vill vara med och utforma produkterna de köper. Syftet med studien var att uppnå ökad förståelse för kundvärdeskapande inom idrottsevenemang genom att undersöka hur arrangörer arbetar idag och vill arbeta i framtiden för att främja ett högt upplevt kundvärde hos sina deltagare. Empiri samlades in genom fem intervjuer med arrangörer av idrottsevenemang. Analys av datamaterialet visade att arrangörerna som ingick i studien idag använder strategier och aktiviteter inom 12 olika teman med syfte att främja ett högt upplevt kundvärde. Efter analys drogs slutsatsen att arrangörerna idag erbjuder sina deltagare möjlighet till samskapande av kundvärde framförallt genom att tillföra de tre förutsättningarna dialog, riskbedömning och transparens. Inför framtiden identifierades tre områden för fortsatt utveckling och förbättring kring kundvärdeskapande: utökad/differentierad dialog med deltagarna, fler samarbeten och ett tydligt socialt ansvar samt att ge deltagarna mer mandat att vara med och driva utveckling och vara delaktiga i utformningen av evenemangen. / In Sweden we have several major sports events and each of them attracts tens of thousands of participants each year. The organizers of these sporting events have the task of meeting the expectations of each participant (customer) and satisfy their needs. Customer value is a key concept in both Total Quality Management (TQM) and marketing and customer value creation is considered an important success factor for all organizations. Not least in the future when consumers increasingly want to be involved in designing the products they buy. The aim of the study was to achieve increased understanding of customer value creation in sports events by examining how organizers work todayand want to work in the future to promote a high level of customer value for their participants. Data was collected through five interviews with organizers of sports events. Analysis of the data showed that the organizers today use strategies and activities within 12 different themes with the aim of promoting a high level of customer value. A conclusion from the analysis was that organizers today offer their participants the opportunity to co-create customer value by adding the three building blocks dialogue, risk assessment and transparency. For future improvements and continued development in customer value creation three areas were identified: expanded/differentiated dialogue with participants, more collaborations and clear social responsibility and giving participants more mandate to participate in development and participate in the design of the events. / <p>2018-06-27</p>

Submitted by Thiago Vicenzi (trvicenzi@hotmail.com) on 2018-05-04T01:03:47Z No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003712 bytes, checksum: d6fa4344f3c3bbc7e1a66ac65c18a30c (MD5) / Rejected by Mayara Costa de Sousa (mayara.sousa@fgv.br), reason: Thiago, boa noite Peço que ajuste os itens abaixo: 1. O título do trabalho deve ser em letras maiúsculas 2. Está sem paginação, é necessário incluir a paginação a partir da introdução, mas contando o elementos pré-textuais. Qualquer dúvida, fico à disposição Mayara on 2018-05-04T23:06:37Z (GMT) / Submitted by Thiago Vicenzi (trvicenzi@hotmail.com) on 2018-05-05T00:15:16Z No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-05-05T00:22:09Z (GMT) No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-05-07T13:46:59Z (GMT) No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) / Made available in DSpace on 2018-05-07T13:46:59Z (GMT). No. of bitstreams: 1 Dissertação MPA - Thiago Vicenzi - final.pdf: 1003865 bytes, checksum: b3514389c04eefb82fbafb6dece70e36 (MD5) Previous issue date: 2018-04-06 / Este trabalho trata da servitização e criação de valor em relacionamentos de fornecimento de dispositivos e equipamentos médicos no Brasil. Essa questão é relevante uma vez que a competição no mercado é elevada e a diferenciação pela adição de serviços pode ser uma opção para se manter competitivo. Nesse contexto, o objetivo desse trabalho foi investigar como a servitização em seus diferentes níveis pode impactar a percepção de valor do cliente. Utilizou-se as teorias de criação e cocriação de valor, a lógica dominante de serviço, servitização e seus diferentes níveis, bem como o cuidado baseado em valor de forma a entender a relação entre fornecedor e hospital e como a percepção de valor deste é relevante para a escolha de produtos e serviços. A pesquisa de campo foi de natureza qualitativa. Foi conduzido um estudo de caso na instituição Beneficência Portuguesa de São Paulo. Análise de documentos, observações e entrevistas não estruturadas com gestores da instituição foram utilizadas para a coleta de dados. Os principais resultados obtidos foram: serviços agregados são determinantes como potencial competitivo para as empresas; o balanço adequado entre flexibilidade na customização de sistemas produto-serviço e a padronização para otimizar custos é algo essencial para a competitividade; e quanto maior o nível de servitização e o consequente grau de complexidade na tomada de decisão, maior o grau de confiança necessário entre os atores. Esse estudo apresentou como principais contribuições gerenciais, a revelação de como a servitização e seus níveis podem contribuir para aumentar a percepção de valor de hospitais em relação a seus fornecedores; como os diferentes níveis de sistema produto-serviço podem ser traduzidos para o mercado de saúde; e a caracterização de um nível complexo de servitização que é aderente à ideia de cuidado baseado em valor. / This work is about servitization and value creation in medical devices and equipment supply relationships in Brazil. This issue is relevant since the competitive and complex health care market environment make suppliers search differentiation new ways offering proposals with higher added value. Therefore, this work objective is to investigate how servitization and its different levels can impact the value perception. Value creation and co-creation, servicedominant logic, servitization and its different levels, and value based health care theories were considered to understand the relationship between supplier and hospital and how its value perception is relevant for products and services selection. The field research was qualitative. A case study was conducted in Beneficência Portuguesa de São Paulo institution. Documents analysis, observations and unstructured interviews with institution managers were used to data collection. The main results were: added services are determinants in companies’ competitive potential; the adequate balance between flexibility in product-service systems customization and standardization to optimize costs is essential to competitiveness; and the higher the servitization level and its consequent complexity level, the bigger trust level is necessary between the stakeholders. This study main contributions are the disclosure of how servitization and its levels can contribute to increase hospital’s value perception related to suppliers, how different product-service systems levels can be translated the health care market, and the description of the most complex level of servitization and its adherence to the value-based health care.

Empresas de manufatura tradicionalmente concentram os seus esforços em concepção, desenvolvimento, fabricação e comercialização de produtos físicos. No entanto, alguns fabricantes têm alterado suas estratégias de negócio, complementando a venda de produtos com o fornecimento de serviços, incorporando conhecimentos e atividades associados ao seu uso, e gerando maior percepção de valor por parte dos seus clientes. Com isso, a competição estratégica por meio de serviços tem se tornado uma marca distintiva das empresas de manufatura inovadoras, proporcionando à empresa um meio robusto para proteger o seu mercado dos concorrentes. Assim, observa-se um interesse crescente em pesquisas sobre o papel dos serviços para sustentar a competitividade da indústria. Abordagens orientadas a serviço, que incorporam esta mudança de foco do negócio, da oferta de produtos isolados para soluções integradas, têm sido tratadas na comunidade acadêmica como servitização, e tipicamente acarretam inovações no modelo de negócios (MN) da empresa. O objetivo deste trabalho é investigar como as empresas podem promover inovações em seus MNs para suportar suas estratégias de servitização, e propor um conjunto de artefatos para apoiá-las na implantação destas estratégias, a partir do seguinte problema de pesquisa: \"Como inovar o MN de uma empresa que adota a estratégia de servitização?\", que se desdobra nas seguintes questões: (i) quais são os principais fatores motivadores para uma empresa adotar a estratégia de servitização?; (ii) como representar o MN de uma empresa incorporando a lógica dominante de serviço, mais adequada para servitização?; (iii) como inovar o MN de uma empresa para implantar sua estratégia de servitização?; e (iv) como aplicar os artefatos propostos para apoiar a implantação da estratégia de servitização em uma empresa? Realiza-se uma pesquisa de natureza exploratória e prescritiva, baseada no método design scienceresearche amparada por uma revisão sistemática da literatura sobre os temas correlatos, visando propor artefatos em resposta às questões colocadas. A demonstração de um dos artefatos propostos é feita com suporte de um estudo de caso em uma empresa multinacional, fabricante de equipamentos médicos, seguida por uma avaliação empírica desta demonstração, suportada pelo método thinkingaloud. A partir das quatro questões de pesquisa, são obtidos os seguintes resultados: (i) identificação, análise e categorização dos principais fatores motivadores para adoção da servitização; (ii) proposição de uma arquitetura de MN incorporando a lógica dominante de serviço, para facilitar o estudo da servitização; (iii) proposição de um processo de inovação do MN da empresa, para implantar a servitização. e (iv) demonstração e avaliação da arquitetura proposta de MN para servitização. A pesquisa oferece contribuições à literatura de MN e servitização, e aos gestores de empresas, propondo os artefatos canvas do modelo de negócios para servitização (CMNS) e o processo IPIDI para inovação do MN para servitização, além de contribuições metodológicas relativas a design scienceresearch e thinking aloud. / Manufacturing companies traditionally are focused on designing, developing, manufacturing and marketing physical products. However, some manufacturers are changing their business strategies, complementing the sale of products by providing services, adding knowledge and activities associated with their use, and creating a higher perception of value by their customers.Strategic competition through service delivery has become a hallmark of the innovative manufacturing companies, providing the companies with a robust means to protect their market from competitors. Thus, there is a growing interest in researching the role of services in sustaining the competitiveness of manufacturing industry.Service-oriented approaches, which incorporate this shift in business\' focus from offering isolated products, to proposing integrated solutions, have been addressed in the literature as servitization, and typically entail innovations in the company\'s business model (BM). The goal of this research is investigating how companies can promote transformations in their BMs to support their servitization strategies, and proposing a set of artifacts to support them in the implementation of these strategies, since the following research problem: \"How to innovate the BM of a company which adopts the servitization strategy? \", which unfolds in the following questions: (i) what are the main motivating factors for a company to adopt the servitization strategy?; (ii) how to represent the BM of a company incorporating the service-dominant logic, more suitable for servitization?; (iii) how to innovate a company\'s BM to implement its servitization strategy ?; and (iv) how to apply the proposed artifacts to support the implementation of the servitization strategy in a company? An exploratory and prescriptive research is carried out, based on the design science research methodology, and supported by a systematic literature review on the related subjects, aiming at proposing artifacts in response to the questions posed. The demonstration of the proposed artifacts is done by means of a case study in a multinational company, which manufactures medical devices, followed by an assessment of this demonstration, supported by the thinking aloud method. From the four research questions, the following results are obtained: (i) identification, analysis and categorization of the main motivating factors for servitization adoption; (ii) proposing a BM architecture according to the service-dominant logic, to help the servitization study; (iii) proposing an innovation process for the company\'s BM, to implement the servitization; and (iv) demonstration and assessment of the proposed BM architecture for servitization. The research offers contributions to the literature of BM and servitization, and to practitioners, proposing the artifacts business model canvas for servitization (BMCS) and the IPIDI process for innovation of BM for servitization, besides some methodological contributions related to design science research and thinking aloud.