The megatrend of digitalisation is transforming society, individuals, companies, and industries through the widespread adoption of new digital technologies. Among the emerging technologies, digital twin technology is regarded as a key enabler of digital transformation in the Architecture, Engineering, Construction, and Facility Management (AEC/FM) industry, where the transition from BIM to digital twins is primarily driven by the emergence of big data. One of the aspects of digitalisation is the ability to customise and create customer-tailored solutions using data, which highlights the importance of adopting human-centric approaches for companies. Service-Dominant (S-D) logic, a theoretical perspective originating from marketing and service science, is based on a customer-centric approach to value creation and emphasises the importance of co-creating value with customers. Currently, the research on digital twins in the AEC/FM industry remains limited, focusing mainly on the technical aspects of digital twins. Although previous research has attempted to bridge the gap regarding managerial implications of digital twins by placing them in the context of S-D logic, such research is still scarce and introductory. This master thesis aims to contribute to the expansion of the managerial perspective by exploring digital twins in the context of S-D logic, by viewing digital twins as a service and focusing on their value co-creation potential. This is achieved by employing a qualitative research method and conducting nine semi-structured interviews with the Swedish industry practitioners working with digital twin technology. Thematic analysis was employed to identify, analyse, and interpret patterns in the qualitative data. The findings indicate that the primary value of digital twins is found in the transformation of data into customisable digital services tailored to customers' goals and purposes, which allows for value co-creation between suppliers and customers. Furthermore, the study concludes that digital twins in the Swedish AEC/FM industry are perceived as digital service platforms. This perception of digital twins as digital service platforms can be referred to in terms of collaborative digital platforms, which allows to view digital twins in the context of platform economy and opens new perspectives for future research. / Digitaliseringen är en megatrend som påverkar samhället, individer, företag och branscher genom användningen av nya digitala teknologier. Digitala tvillingar anses vara viktiga för att genomföra digital transformation inom samhällsbyggnadsektorn. Övergången från BIM till digitala tvillingar drivs främst av framstegen inom big data. En annan aspekt av digitaliseringen är möjligheten att skapa anpassade lösningar baserade på kunddata. Det blir allt viktigare att anamma ett individbaserat synssätt i utvecklingen av nya tjänster och produkter inom samhällsbyggnadssektorn. Därför utgår denna studie ifrån det teoretiska perspektivet service-dominant logic (SDL) som har sina rötter inom marknadsföring och är baserat på ett gemensamt värdeskapande mellan kund och leverantör. Det finns begränsad forskning om digitala tvillingar och den fokuserar främst på tekniska aspekter. Det finns ett fåtal studier som belyser användningen av digitala tvillingar ur ett ledningsperspektiv, vilket indikerar ett behov av vidare forskning för att bättre förstå värdepotentialen av digitala tvillingar inom samhällsbyggnadssektorn.Syftet med denna studie är att undersöka användning och värdepotentialen av digitala tvillingar ur ett SDL-perspektiv och därigenom betrakta tekniken som en tjänst som samskapar värde mellan de som levererar den och de som använder den. Studien är baserad på en kvalitativ forskningsansats och inbegriper nio semi-strukturerade intervjuer med svenska branschaktörer som arbetar med digitala tvillingar. Genom tematisk analys identifierades, analyserades och tolkades mönster i det kvalitativa materialet, såsom värde, resurser och kontext i vilket digitala tvillingar skapas.  Resultaten indikerar att det främsta värdet av digitala tvillingar ligger i möjligheten att omvandla data till anpassningsbara digitala tjänster som är skräddarsydda för att uppfylla kundens specifika mål och syften. Detta skapar möjligheter för värdeskapande mellan leverantörer och kunder. Studien konkluderar att digitala tvillingar kan betraktas som digitala tjänsteplattformar. Denna uppfattning om digitala tvillingar som digitala tjänsteplattformar kan relateras till samarbetsinriktade digitala plattformar, vilket öppnar upp nya perspektiv för framtida forskning på området.

Marketing literature has propagated “customer-participation” and “co-production” in the seller-buyer framework since the 1970s (Lovelock and Young 1979), yet marketing knowledge gaps exist in this area. Recent management research emphasise the need to re-evaluate how value is created for consumers and to consider the close nature of the interactions between buyers and sellers (Payne et al 2008). Vargo and Lusch’s (2004) proposed service-dominant logic reiterates this need, arguing that the “customer is always the co-creator of value”, as they are part of the system that delivers value. Understanding value co-creation is then important to management research, as it uncovers new opportunities to create “value” for customers. This also enables firms to formulate better pricing strategies. This thesis examines value co-creation attributes and how they may impact on the customer’s willingness to pay. Three studies utilising qualitative and quantitative methods have been conducted to address the research question. The first two studies employed qualitative methods to derive insights into value co-creation attributes from a comparative case study perspective under two different service contexts; the defence and healthcare industries. The third study, conducted under the higher education context, employed quantitative methods to gauge the impact of value co-creation attributes on the customers’ willingness to pay. The qualitative studies found six generic value co-creation attributes, while the quantitative study empirically verified the importance of value co-creation attributes and the fact that they may impact on the customer’s willingness to pay for a service. This thesis validates that value co-creation is important in service provision. As customers become increasingly informed and empowered, a deeper understanding of how customers co-create value with the firm is then central to marketing activities, specifically in how firms design and price their services. Therefore, this thesis contributes to marketing knowledge by proposing value co-creation attributes that have both theoretical and managerial implications.

Purpose The purpose of this thesis is to develop a holistic understanding of customers’ value perceptions and experiences within the online apparel industry. In doing so, the authors’ hope to develop managerial guidelines for companies to utilize. This will be done with a customerdominant logic approach. Design/Methodology/Approach As the study aims to understand behavior and perceptions, the authors have used an inductive, qualitative method to gain the deepest possible customer insight. By using a case study, the authors have been able to further understand the given context. Using focus group interviews resonated in the authors aim to understand why the participants reasoned as they did, as they would in a focus group session argue for their standpoint. The interview template was influenced by the theories on value formation within customer-dominant logic. Findings This study strengthens the relevance of CD logic empirically and provides a deeper understanding of customers’ value perceptions and the reasons behind them. Functional elements of value were proven to be important, yet it was the values derived of emotional and life-changing elements that created true value. Based on the findings of this study, the authors have proposed a new term, true value, which refers to a state-of-mind in which a person finds in psychological well-being through the experiences derived from a product or service. Furthermore this study highlights social media’s importance within the given context. Originality/Value Previous research on customer-dominant logic has mainly been on a theoretical level. This research contributes to service research by studying the phenomena through empirical research within the online apparel industry. Furthermore, this research develops managerial guidelines for companies applying customer-dominant logic within the given context. Research Implications/Limitations Awareness of the importance of social media within the online apparel industry can provide insight and assist businesses in shaping marketing strategies. This research was limited by time, demographical group and geographical location. Furthermore, the generalizability of the results is limited to the given context.

Market orientation has been primarily studied as a set of firm-level behaviours linked to the: generation of, dissemination of, and responsiveness to market intelligence (market-oriented behaviours). However, it has rarely been studied under an organisational culture perspective; the investigations that have conceptualised and operationalised market-oriented organisational cultures have overlooked a market-oriented managerial mind-set dimension. A concept to help address this research gap is the firm s dominant logic, which highlights the degree to which managers assumptions are manifested into their corporate cultures. The firm s dominant logic is integrated with the market orientation literature to conceptualise and operationalise the customer value-oriented dominant logic (CVODL) construct. The CVODL construct is defined as the extent to which managers assume that creating customer value should drive performance. The CVODL construct contributes to the marketing literature by extending current conceptualisations and operationalisations of market-oriented organisational cultures through a managerial mind-set viewpoint. This doctoral study examines the link between a CVODL and managers making resource investments into the departments of their corporations that they perceive to create value for their customers (an alternative to market-oriented behaviours). Functional resource investments are studied as an alternative form of implementing the marketing concept than market-oriented behaviours. A conceptual framework was developed to conceptualise the antecedents and consequences of the CVODL under the dynamic managerial capabilities perspective. The conceptual framework was tested using a multi-industry and national-level sample of American corporations, through structural equation modelling (SEM). These results show that a CVODL drives different forms of implementing the marketing concept, namely, intelligence responsiveness and CVO functional resource investments, both of which were positively related to sales performance. The results also highlight a new driver of market-oriented behaviours under the dynamic managerial capabilities perspective. This doctoral thesis helps managers to foster a market-oriented organisational culture, as well as investigating the ways in which such corporate cultures can drive sales performance. Limitations and avenues of future research are also discussed.

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<p>This thesis examines customer value by studying the iPhone through its users from a Service- Dominant logic perspective. We distinguish three parts of the theory: the process of value- creation; the role of the firm; and customer involvement in shaping the offering. By conducting interviews with students in Uppsala, Sweden, we recognize three findings. First, while value is mainly created through the use of an offering the start and end of the value creating process is difficult to distinguish. Second, by interacting with the customer during the use of an offering the firm can affect the value the customer experiences. Third, by customizing an offering more value can be created, and if the customer participates in the process it is more like to succeed.</p>

This thesis examines customer value by studying the iPhone through its users from a Service- Dominant logic perspective. We distinguish three parts of the theory: the process of value- creation; the role of the firm; and customer involvement in shaping the offering. By conducting interviews with students in Uppsala, Sweden, we recognize three findings. First, while value is mainly created through the use of an offering the start and end of the value creating process is difficult to distinguish. Second, by interacting with the customer during the use of an offering the firm can affect the value the customer experiences. Third, by customizing an offering more value can be created, and if the customer participates in the process it is more like to succeed.

Offering business solutions instead of selling products has been identified by many firms as a strategy to fight against price pressure through commoditisation, to strengthen relationships with customers, and to increase ‘share of wallet’. Yet, three out of four companies selling business solutions fail to see a sustainable economic impact (Johansson et al., 2003). One approach to understanding how business solution suppliers could change this situation is to develop an understanding of the life cycle of business solutions, from idea generation to redeployment. This systematic review examines how the literature conceptualises the development, deployment and redeployment of business solutions. It systematically identifies and then analyses 31 scholarly articles contributing to our knowledge on this issue. The review discusses the literature within the framework of four aspects. Firstly, the review proposes the processes and phases of the development and deployment of business solutions. Secondly, it presents the components of the redeployment of business solutions. Thirdly, it provides information on the actors involved in the development, deployment, and redeployment of business solutions, and, fourthly, it discusses the interaction forms of these actors. The discussion shows that evidence in relation to the conceptualisation of the development, deployment, and redeployment of business solutions remains at a superficial, tentative and inconclusive level. The major limitations of the extant literature relate to the studies’ context-specificity, their lack of theoretical underpinning, and their deficiency of including actors of the supplier and/or customer network in the empirical investigation even though there is evidence that they play a role in the development, deployment, and redeployment of business solutions. Based on the limitations identified, the study suggests opportunities of further research.

User participation has long been considered as one important factor which affects the development of information management systems performance. It is believed that the cooperation between users and developers contributes to higher satisfaction and acceptance. Service has become the main economic activities in the modern society and traditional good-dominant logic has been replaced by service - dominant logic. Based on this concept, information system development can also be considered a service in which the final value determined by the extent to which the project can meet the predefined goal and fit users¡¦ needs. To maximize the value created, users should be viewed as co-producer and play a more active role in the system development process. The main research purpose of this study is to understand how users can act as value co-production in different types of information system development project. We studied three different hospital information system projects: user-initiated internal project, IT department initiated the project, and outsourcing development project. We then explored how users can co-create value under different contexts. By using case study approach and based on service-dominant logic concept, we identified the importance of user co-production and clarify the role that users may play. The results of this study can contribute to system development project and serve as a reference for subsequent research.

The Service-Dominant Logic concept has replaced the traditional Product-Dominant Logic to be the mainstream of contemporary business activities. Based on this concept, value creation is viewed as a co-produced result instead of the responsibility of producer only. Through applying Service-Dominant Logic to information systems development and maintenance process, one can conclude that users should play a more active role as a co-producers. Past user participate studies largely focused on system development stage only and only little attention has been paid the maintenance process. Given the importance of maintenance in system life cycle, the main purpose of this study is to understand the factors that drive users to engage in value co-production. I adopted case study method and analyzed antecedents of co-production behavior performed by users. According to the found results, I suggest that familiarity toward system, source of demand for services, and system complexity are three potential factors that may lead to various co-production behaviors. The findings of this study can serve as critical reference for future studies. Practitioners can also be benefited by knowing how to enhance user co-production in the maintenance stage of system life cycle. Keywords: Service-Dominant Logic, System Maintenance, User Participation, Value Co-production, Case Study