Forskare och praktiker är överens om att digital tjänsteinnovation är en absolut nödvändighet för organisatorisk överlevnad. Att tillämpa ett tjänsteperspektiv vid innovationsarbete är emellertid inte någon mindre förändring. Det är ett paradigmskifte där traditionella ideal ersätts med nya. Det nya tjänsteorienterade idealet påverkar också den organisatoriska innovationsprocessen och dess resultat. Resultatet förändras bland annat genom att fokus i den digitala innovationsprocessen flyttas från produkt till ett digitalt värdeerbjudande som består av ett antal olika komponenter och resurser. Något som är viktigt för att förbättra möjligheter för att effektivisera den digital tjänsteinnovationsprocessen. Problemet vi adresserar är att det saknas kunskap om vilka komponenter ett tjänsteorienterat värdeerbjudande består av i en i en IT-kontext. Att okritiskt tillämpa kunskap identifierad i en kontext till en annan är problematiskt eftersom attribut i kontexter kan skilja sig åt. Problemet får stöd av nyligen publicerade forskningsresultat som efterfrågar fler studier om värdeerbjudandets uppbyggnad i olika kontexter. Syftet med denna kandidatuppsats inom informatik är att undersöka hur det digitala värdeerbjudandet sätts samman i en tjänsteorienterad IT-kontext. För att uppfylla syftet har vi följt fallstudiemetoden där fyra anonymiserade organisationers digitala värdeerbjudanden har studerats. Data har samlats in genom granskning av relaterad litteratur, samt semistrukturerade intervjuer med fyra respondenter med olika roller från respektive organisation. Inför de semistrukturerade intervjuerna har en intervjuguide tagits fram utifrån konceptuell modell som baserats på tidigare forskning inom området. Resultatet visar att värdeerbjudandet i en IT-kontext består av tio komponenter, grupperade i tre dimensioner. Fem av dessa metoder är signifikanta för tillämpningen av befintliga ramverk vanligt förekommande inom IT-kontexten. Studiens resultat visar att ett värdeerbjudandets komponenter i en IT-kontext inkluderar följande processer: tjänsteportföljsprocessen, business relationship management, incidenthantering, tillgänglighetshantering, samt change management. Den empiriska studien resulterade även i framtagande av en konceptuell modell av ett digitalt värdeerbjudande. / Scientists and practitioners agree that digital service innovation is an absolute necessity for organizational survival. Applying a service dominant logic to innovation work, however, is not a minor change. It is a paradigm shift where traditional ideals are replaced with new ones. The new service-dominant ideal also affects the organizational digital innovation process and its results. The result is, among other things, changing the focus of the digital innovation process from product to a digital value proposition consisting of a number of different components and resources. Something that is important for improving opportunities to streamline the service innovation process. The problem we address is that there is no knowledge of which components a service-dominant value propositions consists of in an IT context. Uncritically applying knowledge identified in context to another is problematic because attributes in context can differ. The problem is supported by recently published research results that demand more studies about the value proposition structure in different contexts. The purpose of this report is to investigate how the value proposition is put together in a service-dominant IT context. In order to fulfil the purpose, we have followed the case study methodology where four anonymous organizations' value propositions have been studied. Data has been collected by reviewing related literature as well as semi structured interviews with four respondents with different roles from each organization. Before the semi structured interviews, an interview guide has been developed based on a conceptual model based on previous research in the field. The result shows that the value propositions in an IT context consists of ten components grouped into three dimensions. Five of these methods are significant for the application of existing frameworks commonly used in the IT context. The study results show that value propositions components in an IT context include the following processes: service portfolio process, business relationship management, incident management, availability management and change management. The empirical study also resulted in the development of a conceptual model of a digital value proposition.

Submitted by Patricia Boaventura (patboaventura@gmail.com) on 2016-03-23T17:47:10Z No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016_03_23.doc: 1183232 bytes, checksum: ba51193d608fbed532eb57c10e5f1cd8 (MD5) / Rejected by Pamela Beltran Tonsa (pamela.tonsa@fgv.br), reason: Boa tarde Patricia, Para que possamos aprovar seu trabalho é necessário alguns ajustes conforme norma ABNT/APA. * Seu titulo esta diferente da ATA, caso realmente exista essa alteração é preciso o professor orientador vir até a secretaria para fazer a alteração no verso da ATA com o titulo atual. Caso contrário não poderei aprovar. (THE CO-CREATION OF VALUE IN HIGHER EDUCATION INSTITUTIONS: LEVERAGING STUDENTS`PARTICIPATION THROUGH EMPOWERMENT) * Deve fazer a postagem em arquivo PDF * No Rodapé SÃO PAULO - 2016 deve estar em letra maiúscula. * ABSTRACT E RESUMO devem estar em letra maiuscula/Centralizado e Negrito. Após os ajustes você deve submete-lo novamente para analise e aprovação. Qualquer duvida estamos a disposição. Att, Pâmela Tonsa on 2016-03-23T18:21:34Z (GMT) / Submitted by Patricia Boaventura (patboaventura@gmail.com) on 2016-03-23T20:00:52Z No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2016-03-28T09:43:55Z (GMT) No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) / Made available in DSpace on 2016-03-28T11:11:29Z (GMT). No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) Previous issue date: 2016-02-29 / Customer participation has been studied for decades; however, it gained a postmodern perspective around the year 2000. Customers have become co-creators of personalized experiences, moving from the audience to the stage. In the educational context, students must take responsibility for their learning process and participate in the production of the service. This changing is providing opportunities and challenges for higher education institutions (HEIs) to redefine their relationship with stakeholders, especially with students. This study is based on the service dominant logic (SDL) perspective because students are assumed to take the role of co-creators of knowledge in the educational setting. The research uses adapted frameworks and concepts applied in organizational, knowledge-intensive business services (KIBS) and also medical studies to advance the understanding of value co-creation in the HEI context. The current study addresses a lack of research in the higher education context focusing on defining students’ participation and students’ empowerment in higher education context. An empirical investigation was developed with traditional schools in Brazil. This investigation allowed the description of the constructs in the specific context. The description of student participation in HEIs context reflects the relevance of three dimensions – information sharing, personal interaction and responsible behavior. In the Brazilian context, responsible behavior is the weakest dimension in the construct, because the responsibilities are unbalanced between students and professors. The main reasons identified for this unbalanced relation were cultural issues and local regulation. Student empowerment was described as composed by four dimensions – meaningfulness, competence, impact and choice; however, one of them – choice – was identified as the weakest dimension, facing cultural and bureaucratic barriers for implementation in the Brazilian educational context. Moreover, interviewees spontaneously cited the idea of trust in the faculty as an important antecedent of student participation that must be considered when analyzing student participation and empowerment mechanisms. An additional contribution was the proposal of a theory-based framework for understanding the service dominant logic perspective in the HEI context, in which student participation and student empowerment were explored as mechanisms leading to positive student behavior toward institution. / A participação dos clientes tem sido estudada ao longo de décadas; no entanto, ela ganhou uma perspectiva pós-moderna em torno do ano 2000. Os clientes tornaram-se cocriadores de experiências personalizadas, movendo-se da plateia para o palco. No contexto educacional, os alunos devem assumir a responsabilidade por seu processo de aprendizagem e participar da produção do serviço. Esta mudança tem gerado desafios e oportunidades para as instituições de ensino superior (IES) redefinirem suas relações com seus stakeholders, especialmente com os estudantes. Este estudo baseia-se na perspectiva da lógica dominante de serviços (SDL), porque os alunos assumem o papel de cocriadores do conhecimento no ambiente educacional. A pesquisa utiliza frameworks e conceitos adaptados de estudos de organizações de serviços intensivos em conhecimento (KIBS) e também de estudos médicos para avançar na compreensão da cocriação de valor no contexto das IES. O estudo tem objetivo de definir os conceitos de participação do aluno e de “empoderamento” no contexto do ensino superior. Uma investigação empírica foi desenvolvida com escolas tradicionais no Brasil. Esta investigação permitiu a descrição dos construtos no contexto específico. A descrição da participação dos alunos nesse contexto reflete a relevância de três dimensões - compartilhamento de informações, interação pessoal e comportamento responsável. No contexto brasileiro, comportamento responsável é a dimensão mais fraca do construto, porque as responsabilidades estão desequilibradas entre alunos e professores. Os principais motivos identificados para este desequilíbrio foram questões culturais e de regulamentação local. O “empoderamento” do estudante foi descrito como composto por quatro dimensões - significado, competência, impacto e escolha; no entanto, uma delas - escolha - foi identificada como a dimensão mais fraca, enfrentando barreiras culturais e burocráticas para uma adoção mais forte no contexto educacional brasileiro. Adicionalmente, os entrevistados espontaneamente citaram a confiança no corpo docente como importante antecedente da participação do aluno que deve ser considerada quando se analisam os mecanismos de participação e “empoderamento”. Como contribuição adicional foi proposto um framework teórico para a compreensão na perspectiva da lógica dominante serviço no contexto de IES, no qual a participação dos alunos e o “empoderamento” dos alunos foram explorados como mecanismos que podem levar a um comportamento dos alunos mais positivo em relação à instituição.

Submitted by Neusa Fagundes (neusa.fagundes@unioeste.br) on 2018-08-24T11:44:01Z No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-08-24T11:44:01Z (GMT). No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-04-12 / The SD-Logic is an approach in which service is the basis of the system of exchanges. At the heart of this approach lies the assumption that value creation is established through interaction among companies, customers and other stakeholders. In this environment, companies are pressured to take a more participatory approach, which has been greatly facilitated by online communities hosted on social media. These platforms have assumed unprecedented importance for the communication among customers and organizations, whether they are commercial or not and are conducive channels to value co-creation. Since the SD-Logic perspective outweighs the traditional commodity exchange paradigm, the study analyzed the value co-creation in an online community of an internationally known nonprofit organization and its relationship towards community’s engagement and to the brand’s loyalty. The research took into account the representativeness of nonprofits organizations to society, and the broadening of the challenges to attract and retain volunteers. To reach the proposed goal, a survey was conducted with 534 community members. The collected data were analyzed using the structural equation modeling (SEM), with estimation of the Partial Least Squares - Path modelling (PLS-PM), through the tools offered by SmartPLS 3 software. The results supported the conceptual model of value co-creation in online communities of NPOs, indicating that community members base their value assessments on three elements: Experience, Interpersonal Interaction, and Social Relationships. These elements significantly explained the commitment towards the community and to the brand’s loyalty, validating the importance of this marketing strategy also in the NPO context. Theoretical and practical implications of these outcomes are discussed, as well as the limitations and indications for future researches. / A Lógica Dominante do Serviço (LDS) é uma abordagem na qual o serviço é a base do sistema de trocas. No cerne dessa abordagem, reside assunção de que a criação de valor é estabelecida por meio da interação entre empresas, clientes e demais stakeholders. Nesse ambiente, as empresas são pressionadas a realizar uma abordagem mais participativa, que tem sido amplamente facilitada pelas comunidades online hospedadas nas mídias sociais. Essas plataformas têm assumindo uma importância sem precedentes para a comunicação entre clientes e organizações, sejam elas comerciais ou não, e constituem canais propícios à cocriação de valor. Uma vez que a perspectiva da LDS supera o paradigma tradicional que se baseava na troca de mercadorias, o estudo analisou a cocriação de valor na comunidade online de uma organização sem fins lucrativos (OSFL) internacionalmente conhecida, e a relação da cocriação com o comprometimento com a comunidade e com a lealdade à marca. A pesquisa levou em consideração a representatividade das organizações sem fins lucrativos para a sociedade, e a ampliação dos desafios para atrair e manter voluntários. Para atingir o objetivo proposto, foi realizado um survey com 534 membros da comunidade. Os dados coletados foram analisados empregando-se a modelagem de equações estruturais (Structural Equation Models - SEM), com estimação dos “Mínimos Quadrados Parciais” (PLS-PM), por meio das ferramentas oferecidas pelo software SmartPLS 3. Os resultados apoiaram o modelo conceitual de cocriação de valor em comunidades online de OSFL’s, indicando que os membros da comunidade baseiam suas avaliações de valor em três elementos: Experiência, Interação Interpessoal e Relações Sociais. Esses elementos explicaram, significativamente, o comprometimento com a comunidade e a lealdade à marca, validando a importância dessa estratégia de marketing também no contexto OSFL’s. As implicações teóricas e práticas desses resultados são discutidas, bem como as limitações e indicações para futuras pesquisas.

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Why do individuals derive different value when working remotely using Enterprise Collaboration Systems during Covid-19? This mixed methodology research used a Service-Dominant Logic lens and undertook a literature review, qualitative interviews and a quantitative survey to identify the characteristics and variables that impacted perceived value for individual Australian Actors. To assist future studies it also developed an equivalency model of value and the desire to work remotely. The research found the strongest predictive variable is the suitability of the workspace, followed by a list of a dozen significant variables. By knowing these variables and their predictive weights, Actors can adjust them to optimise the value derived from working remotely through ECSs.

I takt med den ökade globaliseringen har konkurrensen tilltagit på marknaden och påverkat förutsättningarna för de traditionella tillverkningsföretagen. Att utöver produkter sälja tjänster har blivit ett vanligt sätt att differentiera sig från andra aktörer och höja det värde som erbjuds mot kunderna. Denna lösning kallas tjänstefiering och är en växande trend inom tillverkningsindustrin.  Syftet med denna studie är att identifiera vad som är av vikt att fokusera på för företag som tillverkar konsumtionsvaror vid utformning av tjänstefierade erbjudanden till restauranger. Genom att samla in material har vi utformat praktiska rekommendationer till företag som tillverkar konsumtionsvaror kring vad som är av vikt att tänka på vid tjänstefiering. Tidigare forskning inom tjänstefiering har utförts främst i en kapitalvarukontext, detta trots att det visat sig både i praktik och teori att tjänstefiering är lönsamt även för andra typer av tillverkningsföretag. Forskningen har även främst utförts ur ett företagsperspektiv, trots att kundens viktiga roll i tjänstefiering är vida känt. Litteraturområdet som belyser tjänstefiering kopplat till konsumtionsvaror ur ett kundperspektiv anses därav vara begränsat. Studien har därför utförts i en restaurangkontext då restauranger köper in olika typer av konsumtionsvaror vilket ansågs bidra till en bredd i studien. För att undersöka detta område har studien därför haft för avsikt att besvara frågeställningen: Vad värdesätter restauranger vid utformning av tjänstefierade erbjudanden av konsumtionsvaror? För att besvara denna fråga har vi genomfört sju kvalitativa intervjuer med personer som arbetar på olika restauranger med en sådan position att de har insyn kring köp av tjänstefierade erbjudanden. Inför intervjuerna skapade vi en teoretisk referensram med relevant forskning för vår studie gällande tjänstefiering och kundvärde. Referensramen har sedan använts som stöd vid utformning av intervjuguiden som använts vid genomförandet av intervjuerna samt använts vid analys av den insamlade datan.  Resultatet från studien visar att restauranger värdesätter flera faktorer vid utformning av tjänstefierade erbjudanden av konsumtionsvaror från alla dimensioner av kundvärdet. Relationer och den personliga kontakten, möjlighet till att påverka erbjudandet och delta i utvecklingen samt ekonomi visade sig vara värdeskapande aspekter där den personliga kontakten var något som visade sig vara en avgörande faktor för restaurangerna.

The amount of people in Sweden who were made redundant during the corona pandemic exceeds both the Swedish financial crisis in 1990 and the global financial crisis in 2008.  The negative economic development led to more pressure on people to work harder and perform better in order for their firm to survive. The purpose of this thesis was to explore if and how the value creation process between service providers and their customers, from a business perspective, had been influenced by the corona pandemic.  A conceptual model based on service-logic was created to shed light on potential disruptions affecting the value creation. Empirical data was collected through qualitative approach using semi-structured interviews with sales-associates employed by a mobile-operator firm in Sweden. Findings resulted in five main insights of disruptions that impact the provider and its value-creation with its customers. These include managerial decisions, unreasonable goal-setting, social distancing, new provider-customer frictions and foot-traffic, which all stemmed from decisions taken by the firm and government restrictions.   This dissertation has contributed to additional insights in how the service-logic and its various concepts regarding value creation, from a firm’s perspective, is affected during a major crisis. The difficulties experienced by sales-associates during the corona pandemic is two-fold. The sales-associates have to adhere to decisions made by the firm which often leads to more pressure to perform, and the restrictions implemented by governments leads to poor conditions for creating customer-relationships in turn. These conditions impact the firm’s ability to facilitate and co-create value with its customers.

Samtidigt som fokuset på hållbarhetsarbete inom organisationer har ökat, har det även resulterat i frågor om hur företag skapar ett hållbart värde. Hållbarhet har definierats utifrån tre grundpelare: miljömässig-, ekonomisk- och socialhållbarhet. Inom tjänsteteori har intresset för hållbarhetsteorier ökat, men relationen mellan dessa områden är relativt outforskade. Detta är förvånansvärt då många organisationer är beroende av hållbart värdeskapande. Således är syftet med studien att alstra förståelse för hur aktörer skapar värden inom ett hållbart tjänsteekosystem. Studien utgår från ett makroperspektiv eftersom viktiga implikationer för värdeskapande kan upptäckas då hållbarhet genererar värde för flera aktörer. Det teoretiska ramverket omfattar tre delar; teori om tjänsteekosystem, hållbarhet och en sammanföring mellan dessa områden. Eftersom värdeskapande inom hållbara tjänsteekosystem är relativt outforskat valdes en kvalitativ och explorativ ansats för att undersöka hur hållbart arbete inom ett tjänsteekosystem bidrar till att skapa värde.  Analysen förankras i nio semistrukturerade intervjuer som genomfördes med respondenter från olika organisationer som tillhörde företagsklustret Paper Province. Intervjuerna kombineras med teori för att skapa en koppling mellan ett empiriskt fall och teori. Deltagande respondenter hade hög befattning inom respektive organisation, vilket var viktigt för att förstå organisationens struktur. Studien visar att hållbarhet inte bara ligger till grund för organisationers värdeskapande logik utan även skapar en grund för arbetsstrukturer. Genom att utgå från tjänstedominant logik ger analysen ett nytt sätt att se på hållbara aktörers värdeskapande. Inom det hållbara tjänsteekosystemet skapar aktörer förutsättningar för ett högre samhällsvärde till följd av hållbar resursintegration. / At the same time as the focus on sustainability work within organizations has increased, it has also resulted in questions about how companies create sustainable value. Sustainability has been defined based on three pillars: environmental, economic, and social sustainability. In service theory, interest in sustainability theories has increased, but the relationship between these areas is relatively unexplored. This is surprising as many organizations are dependent on sustainable value creation. Thus, the study aims to generate an understanding of how actors create value within a sustainable service ecosystem. The study is based on a macro perspective because important implications for value creation can be discovered as sustainability generates value for several actors. The theoretical framework comprises three parts; theory of service ecosystems, sustainability, and a merger between these areas. Since value creation in sustainable service ecosystems is relatively unexplored, a qualitative and exploratory approach was chosen to investigate how sustainable work in a service ecosystem contributes to creating value.  The analysis is anchored in nine semi-structured interviews conducted with respondents from various organizations that belonged to the Paper Province cluster. The interviews are combined with theory to create a connection between an empirical case and theory. Participating respondents held senior positions within each organization, which was important for understanding the organization's structure. The study shows that sustainability forms the basis for organizations' value-creating logic and creates a basis for work structures. Based on service-dominant logic, the analysis provides a new way of looking at sustainable players' value creation. Within the sustainable service ecosystem, actors create conditions for a higher societal value because of sustainable resource integration.

This work offers a framework for researchers by linking service-dominant (S-D) logic to an intersubjective stream of philosophy of science. Service-dominant logic has resonated in marketing, but no existing research has attempted to link S-D logic with basic meta-theory to provide a framework. Since the range of philosophies of science (isms) referred to in the marketing literature is broad, varying from ‘realism’ to ‘relativism’, from ‘positivism’ to ‘constructivism’ and from ‘structuralism’ to ‘post-structuralism/postmodernism’, first the different isms are grouped into four main groups/streams and then S-D logic is analyzed and classified according to these streams. The four streams are: object-orientation (realism, positivism, empiricism, and so on); subject orientation (constructivism, interpretivism, and so forth); intersubjective orientation (social constructionism, pancritical rationalism, methodological constructivism, and so on); and sign orientation (post-structuralism, postmodernism, and variations). S-D logic is mainly underpinned by an intersubjective orientation and has a huge potential for further development both in and for marketing if seen from a sign-orientated, post-structural perspective and linked to the theory of practices.

Purpose – This article seeks to advance a novel service network perspective, based on the service-dominant logic, designated as service-dominant networks (SDN). Design/methodology/approach – Service-dominant logic components serve to build and describe SDN. Specifically, resources and actors are key components, combined with activities and the process by which they become resources. A case study details the features of SDNs. Findings – Service-dominant networks exhibit unique, previously unaddressed features. According to the service-dominant logic, components only become resources when they are integrated; thus, they disappear as resources after their integration, which means SDNs are fugacious: they (be-)come and go. In addition, SDNs comprise one or more main intended activities that explain their existence, though these intended activities do not necessarily initiate any particular SDN. Rather, other critical incidents can initiate SDNs. Research limitations/implications – The features of SDNs proposed in this article have not been a focus of prior research. In particular, the dynamics and fugaciousness of SDNs are challenges for research and management. Originality/value – This article offers the first proposal of a novel, service-dominant network perspective. In a very general and abstract form, it identifies the features of SDNs.