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Coping with the relational paradoxes of outcome-based services
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. University of South-Eastern Norway, USN Business School, Norway.ORCID iD: 0000-0001-5464-2007
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. University of Vaasa, School of Management, PO Box 700, FI-65101 Vaasa, Finland; University of South-Eastern Norway, USN Business School, Norway.ORCID iD: 0000-0003-2094-7974
Luleå University of Technology, Department of Social Sciences, Technology and Arts, Business Administration and Industrial Engineering. University of Vaasa, School of Management, PO Box 700, FI-65101 Vaasa, Finland; University of South-Eastern Norway, USN Business School, Norway.ORCID iD: 0000-0003-3255-414X
2022 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 104, p. 14-27Article in journal (Refereed) Published
Abstract [en]

By entering outcome-based service (OBS) relationships, industrial service providers and their customers realign their business interests to achieve mutually beneficial outcomes. The move towards OBS represents a shift from transactional to relational interaction between the providers and their customers. Thus, the changed relationship is bound to envelop paradoxes – circumstances that involve competing demands where making tradeoffs can often be impossible. The purpose of this study is to explore such relational paradoxes in OBS relationships and how providers cope with them. An explorative case study approach reveals that the relational paradoxes are related to control, knowledge, dependency, and complexity. Subsequently, we developed a COPE framework consisting of four provider coping strategies: commitment, openness, partnerships, and extrication. Building on the logic of knotted paradoxes, we introduce a quatrefoil knot in which the found relational paradoxes are enmeshed. Finally, we show how different paradoxical tensions become salient at different phases of the OBS relationship while being reinforced by the latent paradoxes at the time. For managers, we disclose relational tensions and their temporal interplay and suggest strategies to cope with them.

Place, publisher, year, edition, pages
Elsevier, 2022. Vol. 104, p. 14-27
Keywords [en]
Paradox theory, Relational paradoxes, Knotted paradoxes, Paradoxes in servitization, Outcome-based services (OBS), Coping practices
National Category
Business Administration
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-90320DOI: 10.1016/j.indmarman.2022.04.005ISI: 000807605500001Scopus ID: 2-s2.0-85128574153OAI: oai:DiVA.org:ltu-90320DiVA, id: diva2:1653366
Note

Validerad;2022;Nivå 2;2022-04-21 (johcin)

Available from: 2022-04-21 Created: 2022-04-21 Last updated: 2022-10-27Bibliographically approved

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Sjödin, DavidKohtamäki, MarkoParida, Vinit

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