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Capabilities supporting digital servitization: A multi-actor perspective
journal contributionposted on 2022-04-21, 09:08 authored by Érico Marcon, Arthur Marcon, Néstor F. Ayala, Alejandro G. Frank, Victoria StoryVictoria Story, Jamie Burton, Chris Raddats, Judy Zolkiewski
Digital transformation in business solutions is offering opportunities for servitization to become more digitalized. In this context, digital servitization requires the actors involved to perform new roles and develop new capabilities. Although servitization actor capabilities in the digital transformation context have been addressed in prior studies, the literature lacks a detailed understanding of how they operate according to different service types and different actor roles. Through a systematic literature review, our study aims to expound the capabilities required for digital servitization, for Base, Intermediate, and Advanced services, and analyze who of the main actors of the service triad (manufacturer, intermediaries, and customer) should own such capabilities. This analysis resulted in a final sample of 47 main articles addressing capabilities. We show how the structure of the service triad shifts the digital service provision based on the capabilities required by each actor. For instance, Base Services demand less capabilities, thus, intermediary actors play a less important role since they just execute services usually on behalf of a manufacturer in a more discrete capacity. For Intermediate Services, the intermediary actor becomes more important, with capabilities needed to deliver the digital solution. In Advanced Services, customers' relationships with manufacturers become stronger, as this actor reassumes a central role in the solution offer, and intermediaries move to a supporting role again. Our analysis offers propositions for future research on digital servitization and practical implications on the capabilities required.
Brazilian National Council for Scientific and Technological Development (CNPq – Conselho Nacional de Desenvolvimento Científico e Tecnológico) (Process n. 443680/2018–3 and 306034/2018–2)
Research Council of the State of Rio Grande do Sul (FAPERGS, Fundação de Amparo à Pesquisa do Estado do Rio Grande do Sul) (Process n. 17/2551–0001 and 21/2551-0000658-7)
Research Coordination of the Brazilian Ministry of Education (CAPES) (PhD scholarship)
- Business and Economics
Published inIndustrial Marketing Management
Pages97 - 116
- AM (Accepted Manuscript)
Rights holder© Elsevier
Publisher statementThis paper was accepted for publication in the journal Industrial Marketing Management and the definitive published version is available at https://doi.org/10.1016/j.indmarman.2022.03.003