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Kamalaldin, A., Sundén, L., Sjödin, D. & Parida, V. (2020). Transforming provider-customer relationships in digital servitization: A relational view on digitalization. Industrial Marketing Management
Open this publication in new window or tab >>Transforming provider-customer relationships in digital servitization: A relational view on digitalization
2020 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) Epub ahead of print
Abstract [en]

Digitalization is viewed as a source of future competitiveness due to its potential for unlocking new value-creation and revenue-generation opportunities. To profit from digitalization, providers and customers tend to move away from transactional product-centric model to relational service-oriented engagement. This relational transformation is brought about through digital servitization. However, current knowledge about how providers and customers transform their relationship to achieve benefits from digital servitization is lacking. This paper addresses that knowledge gap by applying the relational view theory to a study of four provider-customer relationships engaged in digital servitization. The results provide evidence for four relational components – complementary digitalization capabilities, relation-specific digital assets, digitally enabled knowledge-sharing routines, and partnership governance – that enable providers and customers to profit from digital servitization. A key contribution is the development of a relational transformation framework for digital servitization that provides an overview of how the four relational components evolve as the relationship progresses. In doing so, we contribute to the emerging servitization literature by offering key relational insights into the interdependence of activities throughout the transformation phases of provider-customer relationships in digital servitization.

Place, publisher, year, edition, pages
Elsevier, 2020
Keywords
Digital servitization, Relational view, Governance, Digital transformation, Advanced services, Business model innovation
National Category
Business Administration
Research subject
Entrepreneurship and Innovation
Identifiers
urn:nbn:se:ltu:diva-77791 (URN)10.1016/j.indmarman.2020.02.004 (DOI)
Available from: 2020-02-20 Created: 2020-02-20 Last updated: 2020-02-20
Kamalaldin, A., Sundén, L., Sjödin, D. & Parida, V. (2019). A Relational View on Digital Servitization: Empirical Insights from Provider-Customer Relationships. In: Bigdeli, A.,Kowalkowski, C., Kindström, D., & Baines, T. (Ed.), Proceedings of the Spring Servitization Conference: Delivering Services Growth in the Digital Era. Paper presented at Spring Servitization Conference 2019, 13 - 15 May, 2019, Linköping, Sweden. Birmingham, UK
Open this publication in new window or tab >>A Relational View on Digital Servitization: Empirical Insights from Provider-Customer Relationships
2019 (English)In: Proceedings of the Spring Servitization Conference: Delivering Services Growth in the Digital Era / [ed] Bigdeli, A.,Kowalkowski, C., Kindström, D., & Baines, T., Birmingham, UK, 2019Conference paper, Poster (with or without abstract) (Refereed)
Abstract [en]

Providers are increasingly leveraging digitalization and offering their industrial customers more advanced services which are enabled by digital technologies such as the internet of things, remote monitoring, big data analytics, and artificial intelligence. This trend is referred to as digital servitization, and it is enabling significant changes in how value is created and captured in industrial relationships. In order to fully benefit from digital servitization, providers and customers need to transform their relationships. However, there is limited knowledge on how a provider and a customer govern their dyad relationship in the context of digital servitization. To address this gap, this paper applies the relational view theory as a lens for the purpose of studying how dyad relationships in digital servitization can be successfully governed by parties involved. To that end, research was conducted based on multiple case study of four dyad relationships between Swedish providers and customers that are actively involved in digital servitization. In total, 40 respondents from seven companies were interviewed, and data was analyzed based on thematic analysis approach to identify relevant themes and patterns. Although data collection followed an inductive approach, data aligned with the four determinants of interogranizational competitive advantage suggested by the relational view: complementary resources and capabilities, relation-specific assets, knowledge-sharing routines, and effective governance. The results of this study demonstrate that these determinants have great influence for governing relationships between the provider and customer in digital servitization. This paper provides theoretical contribution to servitization literature by highlighting the importance of relationship governance, and how this is gradually transformed as the relationship develops. This transformation is illustrated in a stepwise framework that can also guide managers in prioritizing activities and investments, and developing governance mechanisms to advance their business relationships in digital servitization context.

Place, publisher, year, edition, pages
Birmingham, UK: , 2019
Keywords
Digital servitization, Digitalization, Governance, Advanced services, Digital business models
National Category
Economics and Business Other Engineering and Technologies not elsewhere specified
Research subject
Entrepreneurship and Innovation
Identifiers
urn:nbn:se:ltu:diva-74258 (URN)978 1 85449 463 4 (ISBN)
Conference
Spring Servitization Conference 2019, 13 - 15 May, 2019, Linköping, Sweden
Projects
DigIn
Funder
Vinnova, 48752
Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2019-07-01Bibliographically approved
Kamalaldin, A., Linde, L., Sjödin, D. & Parida, V. (2019). A Relational View on Industry 4.0: Governing Relationships in Digital Servitization. In: : . Paper presented at 8th International Conference on Business Servitization (ICBS 2019), San Sebastian, Basque Country, Spain.
Open this publication in new window or tab >>A Relational View on Industry 4.0: Governing Relationships in Digital Servitization
2019 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

In the light of industry 4.0, providers are increasingly offering their industrial customers more advanced services enabled by digital technologies such as the internet of things, remote monitoring, and artificial intelligence. This trend is referred to as digital servitization, and it is enabling significant changes in how value is created and captured in industrial relationships. In order to fully benefit from digital servitization, providers and customers need to transform their relationships. However, there is limited knowledge on how a provider and a customer govern their relationship in the context of digital servitization. To address this gap, this paper applies the relational view theory as a lens for studying how dyad relationships in digital servitization can be successfully governed and transformed. To that end, research was conducted based on multiple case study of four dyadic relationships between providers and customers. In total, 40 respondents from both sides were interviewed, and data was analyzed based on thematic analysis approach to identify relevant themes and patterns. The results identify four components – complementary digitalization capabilities, relation-specific digital assets, digitally enabled knowledge-sharing routines, and partnership governance – that enable providers and customers to profit from digital servitization. The main contribution is the development of a relational governance framework for digital servitization. In doing so, we provide contribute to the servitization literature, as we advance understanding of the central role of relationship governance in digital servitization, and provide insights into the transformation of provider-customer relationships.

Keywords
Digital Servitization, Industry 4.0, Governance, Relational View
National Category
Economics and Business
Research subject
Entrepreneurship and Innovation
Identifiers
urn:nbn:se:ltu:diva-76415 (URN)
Conference
8th International Conference on Business Servitization (ICBS 2019), San Sebastian, Basque Country, Spain
Funder
Vinnova
Available from: 2019-10-16 Created: 2019-10-16 Last updated: 2019-10-22
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-4511-8937

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