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Löfberg, Nina
Publications (10 of 15) Show all publications
Palo, T., Åkesson, M. & Löfberg, N. (2019). Servitization as business model contestation: A practice approach. Journal of Business Research, 104, 486-496
Open this publication in new window or tab >>Servitization as business model contestation: A practice approach
2019 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 104, p. 486-496Article in journal (Refereed) Published
Abstract [en]

In principle, organizations know how to do servitization, but in practice, many struggle to change their business models to include service offerings. To understand this struggle, this paper examines servitization in a large multinational manufacturer within the pulp and paper industry. Utilizing practice theory, the study explicates the servitization process as a contestation of a company's parallel business models — one existing and dominant; one emerging. As business models materialize in organizational practices, and therefore have the potential to frame and organize servitization efforts, the models give rise to contestations in the practices performed by actors in the organization and the ecosystem. The elements of such contestations provide a better understanding of the ways in which practices may be disrupted to support servitization. Contestations can thus be creative instead of problematic. As a result, this paper extends the conceptualization of servitization as a bottom-up, emergent and iterative process of business model contestation.

Place, publisher, year, edition, pages
Elsevier, 2019
Keywords
Business model, Change, Contestation, Practice, Servitization
National Category
Business Administration Information Systems, Social aspects
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-70347 (URN)10.1016/j.jbusres.2018.10.037 (DOI)000484647500039 ()
Available from: 2018-11-29 Created: 2018-11-29 Last updated: 2019-10-07Bibliographically approved
Löfberg, N. & Åkesson, M. (2018). Creating a service platform: how to co-create value in a remote service context. The journal of business & industrial marketing, 33(6), 768-780
Open this publication in new window or tab >>Creating a service platform: how to co-create value in a remote service context
2018 (English)In: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 33, no 6, p. 768-780Article in journal (Refereed) Published
Abstract [en]

Purpose The purpose of this paper is to further develop the construct of service platform and to clarify the definition of service platform in an industrial context. To do so, an understanding of the foundations for service platforms, based on a service perspective, is created. Design/methodology/approach The study has adopted a qualitative case study approach and builds on in-depth interviews with remote service teams in two multinational firms: one in the food processing and packaging industry and the other in the pulp and paper industry. Findings The foundations for successful service platforms consist of modularising resources, integrations and service processes to create value propositions. The value propositions could result in variations of a service or in variations of different services. When defining the concept service platform, the perspective of service needs to be made evident; therefore, the authors define service platform as: value proposition(s) consisting of a modular structure that invites to and facilitates value co-creation between resources, through integration opportunities in a continuous service process. Research limitations/implications The results are based on the perspective of two suppliers in similar industries; only remote services were studied. Firms from different types of industries and other types of services could add to the research on service modularity according to a service perspective. Moreover, information about customers and other actors' involvement on the platform was gathered from the firms studied, no customers or other actors were interviewed. Practical implications This study shows the importance of a firm involving itself in the value creation of the customer, that is, focusing on value co-creation. This implies a close cooperation between the manufacturer and its customer - not only at a given point in time but also over a longer period of cooperation. Through the different types of modules building up the service platform, value co-creation can take place in various ways. Originality/value This study offers original empirical contributions on platforms from a service perspective. The study contributes to servitisation, service modularity and service (dominant) logic research by developing an understanding of the foundations for service platforms based on a service perspective. It also contributes to platform research more specifically by developing a definition of service platform in an industrial context.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2018
Keywords
Service logic; Value co-creation; Service dominant logic, Remote service, Service platform, Service modularity
National Category
Business Administration Information Systems, Social aspects
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-70260 (URN)10.1108/JBIM-10-2015-0202 (DOI)000446476900003 ()
Available from: 2018-11-22 Created: 2018-11-22 Last updated: 2018-12-21Bibliographically approved
Löfberg, N., Aichagui, V., Johansson, E., Witell, L. & Lagerholm, B. (2016). A longitudinal study of servitisation and dynamic capabilities in SMEs. In: Spring servitization conference 2016: . Paper presented at Spring Servitization Conference 2016, May 16-17, Manchester, UK..
Open this publication in new window or tab >>A longitudinal study of servitisation and dynamic capabilities in SMEs
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2016 (English)In: Spring servitization conference 2016, 2016Conference paper, Published paper (Refereed)
Abstract [en]

Purpose: The purpose of this study is twofold: (1) to identify servitisation routes of SMEs, and (2) to identify the microfoundations of dynamic capabilities that influence the different steps of a continuous servitisation model. Design/Methodology/Approach: In this longitudinal study, servitisation in three product-oriented small and medium sized enterprises (SMEs) have been studied. During the past year, the SMEs have developed their service businesses according to an iterative servitisation model consisting of four states; Identify, Package, Sell, and Innovate. The servitisation processes were studied through action research. Findings: Three different routes of servitisation were identified; 1) a product-oriented route, (2) a service-oriented route, and (3) a solutions-oriented route. The dynamic capabilities developed within the companies throughout their servitisation processes differed based on their business logic and influenced the result of the processes. Originality/Value: The study contributes with knowledge on how servitisation can be performed in SMEs in practice. Moreover, it combines the research fields of servitisation and dynamic capabilities, which enrichens the servitisation literature with an important but sparsely researched perspective that focus on the change inherent in a servitisation process.

National Category
Economics and Business
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-46279 (URN)
Conference
Spring Servitization Conference 2016, May 16-17, Manchester, UK.
Available from: 2016-09-28 Created: 2016-09-28 Last updated: 2019-10-21Bibliographically approved
Löfberg, N., Witell, L. & Gustafsson, A. (2015). Service manoeuvres to overcome challenges of servitisation in a value network. Production planning & control (Print), 26(14-15), 1188-1197
Open this publication in new window or tab >>Service manoeuvres to overcome challenges of servitisation in a value network
2015 (English)In: Production planning & control (Print), ISSN 0953-7287, E-ISSN 1366-5871, Vol. 26, no 14-15, p. 1188-1197Article in journal (Refereed) Published
Abstract [en]

When manufacturing firms increase the share of service revenues, managing service provision becomes challenging. This study extends previous research on servitisation in individual firms by analysing the challenges service provision creates in a value network. The challenges are identified both within the firms and in the business relationships in the value network. In addition, the paper identifies and describes service manoeuvres firms use to address challenges resulting from servitisation. This case study of a value network is based on interviews carried out at 13 firms in the automotive industry, including suppliers, original equipment manufacturers and consultancies. The research shows that service manoeuvres, such as new types of resource integration and value constellations, are used to overcome challenges in the value network.

Keywords
servitisation, value network, challenges, manufacturing firms, service manoeuvres, case study
National Category
Economics and Business
Identifiers
urn:nbn:se:kau:diva-32139 (URN)10.1080/09537287.2015.1033491 (DOI)000361378400003 ()
Available from: 2014-05-23 Created: 2014-05-23 Last updated: 2017-12-06Bibliographically approved
Aichigui, V., Johansson, E., Löfberg, N. & Witell, L. (2015). Servitization in SME manufacturing firms: A one-way road. In: Proceedings of QUIS 14: The 14th International Research Symposium on Service Excellence inManagement 2015. Paper presented at 14th International Research Symposium on Service Excellence in Management, Shanghai, June 19-21, 2015 (pp. 965-968). , 14
Open this publication in new window or tab >>Servitization in SME manufacturing firms: A one-way road
2015 (English)In: Proceedings of QUIS 14: The 14th International Research Symposium on Service Excellence inManagement 2015, 2015, Vol. 14, p. 965-968Conference paper, Published paper (Refereed)
Abstract [en]

The importance for manufacturing firms to add services to their offerings has been asserted over and over again (Neu and Brown 2005). Adding services to product sales require manufacturing firms to develop other types of offerings such as maintenance services, hybrid offerings or integrated solutions. This implies using new and often unknown practices to be able to provide services. Previous research has focused on the benefits of servitization (Gebauer, Gustafsson, and Witell 2011), albeit in larger firms. Hence, similar research on Small and Medium sized Enterprises (SME) has been scarce. Furthermore, servitization as a unidirectional transition process can be questioned as researchers argue that manufacturing firms might offer different types of services simultaneously and might not have the intention to take the next step that a transition process suggests (Kowalkowski et al. 2015). Moreover, previous research shows that the step from offering after-sales services and repair to offering more advanced services, e.g. process-related services, is rather big. For those services different mindsets are required within the organization; more advanced services would require a service oriented mindset, whereas after-sales services only requires the firm to have a product oriented mindset (Löfberg 2014).

Series
Proceedings of QUIS
Keywords
Servitization, SMEs, Service - orientation, Product - orientation
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-46280 (URN)978-0-692-46156-3 (ISBN)
Conference
14th International Research Symposium on Service Excellence in Management, Shanghai, June 19-21, 2015
Available from: 2015-10-16 Created: 2016-09-28 Last updated: 2019-10-21Bibliographically approved
Löfberg, N. (2014). Service Orientation in Manufacturing Firms: Understanding Challenges with Service Business Logic. (Doctoral dissertation). Karlstad: Karlstads universitet
Open this publication in new window or tab >>Service Orientation in Manufacturing Firms: Understanding Challenges with Service Business Logic
2014 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Globalisation and competition from low-cost countries has pushed manufacturing firms towards offering services to remain competitive. However, increasing the service orientation of a manufacturing firm to find new ways of value (co-)creation has presented several challenges, such as the fact that services do not provide the expected revenues, and resistance from both the sales force and from customers towards services.

The aim of this thesis is to understand challenges linked to increasing service orientation in manufacturing firms, by means of goods and service business logics. The thesis emphasises the three dimensions of business logics – value perspective, service business strategy, and service offering – and studies them empirically in service divisions in the pulp and paper industry and in the automotive industry.

The findings show that firms with inconsistency between the three dimensions face certain challenges. Most often, the firms have a value perspective of goods business logic, but a service business strategy and a service offering of service business logic. Therefore, the most important and most difficult challenge to overcome in order to increase a manufacturing firm’s service orientation is the employees’ value perspective.

Three service manoeuvres were key to overcoming this challenge: changing employees’ mind-sets, starting to value services, and separating products and services. Although separating products and services could be assessed as a service manoeuvre consistent with goods business logic, it facilitated an increased service orientation. The fact that goods business logic manoeuvres led to a higher degree of service orientation, whereas service business logic manoeuvres did not always do so, is discussed as a service orientation paradox.

 

 

 

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2014. p. 94
Series
Karlstad University Studies, ISSN 1403-8099 ; 2014:30
Keywords
Service business logic, Value co-creation, Services in manufacturing firms, Service orientation
National Category
Social Sciences
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-31986 (URN)978-91-7063-562-5 (ISBN)
Public defence
2014-06-05, 11D 227, Karlstads Universitet, Karlstad, 13:00 (English)
Opponent
Supervisors
Available from: 2014-05-23 Created: 2014-04-27 Last updated: 2014-05-23Bibliographically approved
Witell, L., Myhrén, P., Edvardsson, B., Gustafsson, A. & Löfberg, N. (2014). Servitization of Capital Equipment Providers in the Pulp and Paper Industry. In: Gunter Lay (Ed.), Servitization in Industry: (pp. 151-164). Berlin: Springer
Open this publication in new window or tab >>Servitization of Capital Equipment Providers in the Pulp and Paper Industry
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2014 (English)In: Servitization in Industry / [ed] Gunter Lay, Berlin: Springer, 2014, p. 151-164Chapter in book (Refereed)
Place, publisher, year, edition, pages
Berlin: Springer, 2014
National Category
Social Sciences Business Administration
Identifiers
urn:nbn:se:kau:diva-33439 (URN)978-3-319-06935-7 (ISBN)
Available from: 2014-08-22 Created: 2014-08-22 Last updated: 2019-07-09Bibliographically approved
Gremyr, I., Witell, L., Löfberg, N., Edvardsson, B. & Fundin, A. (2014). Understanding new service development and service innovation through innovation modes. The journal of business & industrial marketing, 29(2), 123-131
Open this publication in new window or tab >>Understanding new service development and service innovation through innovation modes
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2014 (English)In: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 29, no 2, p. 123-131Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to explore the role of innovation modes in understanding challenges of integrated NSD and NPD, and the use of structured NSD processes in manufacturing firms.

The research is based on a two-stage multiple case study. The first stage is an interview study of 17 key informants representing manufacturing firms in the machine industry. The second stage is an in-depth study of three service innovations at three manufacturing firms based on 16 interviews with key informants.

The results of the study show that NSD processes are often more structured if the service is developed separately from the product. The fact that different innovation modes benefit from varying degrees of structure in the development process means that integrated service development can be challenging. Furthermore, service innovations often follow a trajectory of innovation modes before succeeding in the market. Some innovation modes occur within the NSD process, while others occur outside the process. One success factor for NSD is the fit between the innovation modes and the NSD process, rather than the NSD process per se.

This research uses innovation modes to explain why NSD in manufacturing firms is often performed on an ad hoc basis, and how service innovations go through a trajectory of innovation modes. In this way, the study contributes to theory development of service innovation, and specifically service innovations in manufacturing firms.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2014
Keywords
Multiple case study, Service innovation, New service development
National Category
Social Sciences
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-31938 (URN)10.1108/JBIM-04-2012-0074 (DOI)000331486800004 ()
Available from: 2014-04-22 Created: 2014-04-22 Last updated: 2017-12-06Bibliographically approved
Löfberg, N., Witell, L., Gustafsson, A. & Brown, W., S. (2011). Solving the paradoxes of service infusion: A multiple case study of a value network. In: : . Paper presented at Understanding Complex Service Systems Through Different Lenses, Academic Conference, 22-23 September 2011, Cambridge, UK..
Open this publication in new window or tab >>Solving the paradoxes of service infusion: A multiple case study of a value network
2011 (English)Conference paper, Oral presentation with published abstract (Other academic)
National Category
Economics and Business
Identifiers
urn:nbn:se:kau:diva-34078 (URN)
Conference
Understanding Complex Service Systems Through Different Lenses, Academic Conference, 22-23 September 2011, Cambridge, UK.
Available from: 2014-10-08 Created: 2014-10-08 Last updated: 2017-12-06Bibliographically approved
Witell, L., Löfberg, N., Gremyr, I., Edvardsson, B. & Fundin, A. (2010). Exploring Modes of Innovation in Services. In: : . Paper presented at CIRP IPS2 Conference 2010, Vinnova Service Conference, Linköping, April 13 (pp. 409-415).
Open this publication in new window or tab >>Exploring Modes of Innovation in Services
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2010 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Manufacturing companies differentiating their offerings with new services need to combine both product and service innovation. We study how service development is influenced by (a) the choice of separation or integration of service development and (b) the modes of innovation. Our results show that service development often is more structured if services are developed separately. Furthermore, service innovations often follow a sequence of innovation modes different from those of product innovations. Since different innovation modes benefit from varying degree of structure in the development process, many companies find it hard to develop products and services within the same development project.

Keywords
Service development, Service Innovation, Innovation Modes, Multiple Case Study, Manufacturing Firms
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-9980 (URN)
Conference
CIRP IPS2 Conference 2010, Vinnova Service Conference, Linköping, April 13
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2017-12-06Bibliographically approved
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