Sustainability, service innovation, and digitalization are topics discussed around the world. The three areas are each developing rapidly and are needed to be intertwined to find solutions to the environmental crisis the world is currently facing. However, how this is supposed to be done is still unclear. Therefore, this study investigates how to organize digital service offerings to make organizations move towards more sustainable practices. The study was conducted as a case study of a company operating in the IT-sector. Data collection consisted of semi structured interviews performed with the case company, the company’s customer, and with researchers from digitalization, servitization, and environmental areas. Via a thematic data analysis, it was pointed out that there is important with a holistic perspective on sustainability work, where a company must consider their impacts from a network perspective. This promotes responsible actions with trustworthy incentives for making sustainable moves that prioritizes environmental and societal aspects. The findings revealed that the business model of a company needs to be adjusted to a changing surrounding for responsible actions to take place and last over time. Therefore, business model innovation via the dimensions of value proposition, value creation, and value delivery and capture, outlines an important perspective to consider when developing new sustainability-oriented service innovations. This in turn provides beneficial circumstances for their implementation. However, the three perspectives of the business model innovation are not enough for sustainability-oriented service innovations to be implemented without a risk for putting the company into greenwashing. Therefore, this study develops models and procedures that also considers perspectives of what sustainability is about, and what risks are associated with greenwashing and how to avoid it. It is all based upon three building blocks: knowledge, awareness, and network perspectives. At last, a workflow for how to offer a climate assessment analysis (CAA) as a sustainability-oriented service innovation is presented which contributes to a company’s movement towards more sustainable practices.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-90541 |
| Date | January 2022 |
| Creators | Ivarsson, Maria |
| Publisher | Karlstads universitet, Handelshögskolan (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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