Title: Investigating manufacturing companies value co-creation approaches during servitisation

Authors: René Chester Goduscheit; Troels Christian Andersen; Andrew Hof; Troels Behrenthz Andersen; Henrik Blach

Addresses: Department of Business Development and Technology, Aarhus University, Birk Centerpark, 15, 7400 Herning, Denmark ' Viborg, Denmark ' FORCE Technology, Navervej 1, 6600 Vejen, Denmark ' Teknologisk Institut, Gregersensvej, 2630 Taastrup, Denmark ' Svendborg, Denmark

Abstract: Despite the enhanced interest in digital technologies as a means for SMEs to create new service offerings, little is known about how value co-creation is approached across business boundaries. Using the service-dominant (S-D) logic lens, we analyse how SMEs co-create value with their customers and other network partners. Drawing on qualitative data on 43 case companies, the findings of this study reveal five value co-creation approaches: awareness creation, experimentation, platform-orientation, process-orientation and acceleration. Theoretically, we contribute to the S-D logic literature by conceptualising different value co-creation approaches as adaptive strategies and their underlying mechanisms that companies practise during digital servitisation processes.

Keywords: service-dominant logic; digital servitisation process; value co-creation approaches; value mechanisms; dynamic environment.

DOI: 10.1504/IJTM.2023.133930

International Journal of Technology Management, 2023 Vol.93 No.3/4, pp.241 - 267

Received: 07 Jul 2022
Accepted: 16 Mar 2023

Published online: 05 Oct 2023 *

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