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Untangling service design routines for digital servitization: empirical insights of smart PSS in maritime industry
School of Business, University of South-Eastern Norway–Campus Vestfold, Horten, Norway.
School of Management, University of Vaasa, Vaasa, Finland;School of Business, University of South-Eastern Norway–Campus Vestfold, Horten, Norway.
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. School of Business, University of South-Eastern Norway–Campus Vestfold, Horten, Norway.ORCID iD: 0000-0003-3255-414X
School of Business, University of South-Eastern Norway–Campus Vestfold, Horten, Norway.
2022 (English)In: Journal of Manufacturing Technology Management, ISSN 1741-038X, E-ISSN 1758-7786, Vol. 33, no 4, p. 717-740Article in journal (Refereed) Published
Abstract [en]

Purpose The present study sets out to understand how a manufacturing company in the maritime industry utilized creative design principles and developed service design routines to advance digital servitization (i.e. the transition to offering smart product-service-software systems-PSS) and realize subsequent positive growth outcomes. Design/methodology/approach We build upon a longitudinal single case of a marine solution provider. Using an action research approach, we collected data through in-depth interviews and informal conversations involving senior managers, project members and customer representatives over a three and a half-year period. In addition, secondary data such as documentary data, service design tools and visualization were utilized. Findings The inductive analysis highlights the underlining role of four service-design routines that drive creativity and an innovative approach to digital servitization transformation. More specifically, we identify (a) user insights through creative customer data acquisition, (b) smart PSS collaboration through co-creation across departments, (c) smart PSS ideation through creative forms of collaboration and (d) effective smart PSS delivery and commercialization through creative concept design as the drivers of the case company digital servitization transformation. Practical implications We encourage senior managers within large manufacturing companies to promote the development of service design routines as these promote the transformation process from being a product-centric to service-centric firm. The four service design routines are built on a set of service design sub-activities providing concrete actions that can be applied by senior managers to successfully develop and deliver smart PSS offerings and achieve growth outcomes. Originality/value This study contributes by integrating digital servitization and service design literatures. We illustrate how manufacturing firms can drive a transition to digital servitization through service design activities and routines development for smart PSS strategy implementation.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2022. Vol. 33, no 4, p. 717-740
Keywords [en]
Service design, Creativity, Innovation, Digital servitization, Product-service-software systems (PSS), Digitalization, Routines, Institutional work theory
National Category
Business Administration
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-86655DOI: 10.1108/JMTM-10-2020-0429ISI: 000682205900001Scopus ID: 2-s2.0-85111640216OAI: oai:DiVA.org:ltu-86655DiVA, id: diva2:1585259
Note

Validerad;2022;Nivå 2;2022-06-02 (sofila);

Funder: Kongsberg Maritime 

Available from: 2021-08-16 Created: 2021-08-16 Last updated: 2022-06-02Bibliographically approved

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Parida, Vinit

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