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Barriers faced by a tyre company on the path towards sustainable digital servitization
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2023 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Abstract 

The tyre manufacturing industry currently faces a series of challenges that require it to transform its business model. The pressure to reduce carbon footprint and adopt more sustainable practices is one of the most significant. To overcome them, tyre manufacturers need to integrate innovation, the adoption of circular systems in servitization, and advancements in Industry 4.0 by creating new channels and enhancing the value-added of products throughout the value chain. However, the paradigm shift towards sustainable digital servitization has presented difficulties for this industry. The research aimed to identify the barriers that hinder the successful adoption of the new business model using a qualitative approach, Elliott and Timulak (2021) with a single-case study design in a multinational company through semi-structured interviews with 10 managers from the Service Management, IT, and Sustainability areas to analyse their perceptions, attitudes, and managerial approaches using a thematic analysis strategy (Terry, G., Hayfield, N., Clarke, V., & Braun, V., 2017). The research reveals economic, political, value chain, organizational, and technological barriers. These barriers include estimating consumption patterns, setting appropriate prices, data protection policies, aligning stakeholder requirements, resistance to change, lack of digital capabilities, and misalignment with sustainability goals. Overcoming these barriers requires collaboration, investment in digital technologies, training, co-creation of services with customers, and alignment with sustainability objectives. The results provide insights to guide studies in the field regarding servitization modelling, exploring the effective integration of advanced technologies, examining regulatory frameworks that promote sustainability, exploring collaborative approaches to value chain management, and examining customer experience management in the context of servitization

.Keywords: digital servitization, sustainability, circular economy, barriers, tyre industry, manufacturing industry

Place, publisher, year, edition, pages
2023. , p. 85
Keywords [en]
digital servitization, sustainability, circular economy, barriers, tyre industry, manufacturing industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-97372OAI: oai:DiVA.org:kau-97372DiVA, id: diva2:1811626
Educational program
Master Programme in Service Management: Master (120 ECTS credits)
Supervisors
Examiners
Available from: 2024-02-22 Created: 2023-11-13 Last updated: 2024-02-22Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • apa.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf