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Creating a service platform: how to co-create value in a remote service context
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
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. Vol. 33, no 6, p. 768-780
Keywords [en]
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: urn:nbn:se:kau:diva-70260DOI: 10.1108/JBIM-10-2015-0202ISI: 000446476900003OAI: oai:DiVA.org:kau-70260DiVA, id: diva2:1265125
Available from: 2018-11-22 Created: 2018-11-22 Last updated: 2018-12-21Bibliographically approved

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Löfberg, NinaÅkesson, Maria

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