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A Relational View on Digital Servitization: Empirical Insights from Provider-Customer Relationships
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. Luleå University of Technology.ORCID iD: 0000-0003-4511-8937
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-9597-0071
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5464-2007
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. University of Vaasa.ORCID iD: 0000-0003-3255-414X
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 [en]
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: urn:nbn:se:ltu:diva-74258ISBN: 978 1 85449 463 4 (print)OAI: oai:DiVA.org:ltu-74258DiVA, id: diva2:1321408
Conference
Spring Servitization Conference 2019, 13 - 15 May, 2019, Linköping, Sweden
Projects
DigIn
Funder
Vinnova, 48752Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2019-07-01Bibliographically approved

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Kamalaldin, AnmarSundén, LinaSjödin, DavidParida, Vinit

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CiteExportLink to record
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