A1 Refereed original research article in a scientific journal
A contextual account of digital servitization through autonomous solutions: Aligning a digital servitization process and a maritime service ecosystem transformation to autonomous shipping
Authors: Makkonen Hannu, Nordberg-Davies Sini, Saarni Jouni, Huikkola Tuomas
Publisher: Elsevier Inc.
Publication year: 2022
Journal: Industrial Marketing Management
Journal name in source: Industrial Marketing Management
Volume: 102
First page : 546
Last page: 563
eISSN: 1873-2062
DOI: https://doi.org/10.1016/j.indmarman.2022.02.013
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/175108707
This study focuses on digital servitization (DS) through autonomous solutions by building on a service ecosystems perspective. The rise of autonomous solutions exemplifies the ongoing digitalization and societal transformation and therefore integrative theoretical perspectives are needed to complement the dominant focal actor perspective in extant DS research. The study presents a longitudinal case of a solution provider's DS process to demonstrate how transformation towards autonomous shipping was driven in the maritime sector. An empirically enriched framework communicates DS process as aligned changes in value propositions, resource configurations and institutional arrangements within the service ecosystem. The study offers academic contributions and practical implications on managing DS through autonomous solutions as a strategic reorientation of a firm in the multi-level context of service ecosystem transformation.
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