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Unfolding the digital servitization path from products to product-service-software systems: Practicing change through intentional narratives
Journal of Business Research ( IF 11.3 ) Pub Date : 2021-09-01 , DOI: 10.1016/j.jbusres.2021.08.027
Marko Kohtamäki 1 , Rodrigo Rabetino 2 , Suvi Einola 2 , Vinit Parida 3 , Pankaj Patel 4
Affiliation  

Manufacturers are increasingly struggling with the transition from products to product-service-software systems. Our study takes stock of the current research on servitization and digital servitization to investigate the challenging transition process from product to more complex product-service-software systems. We examine how does the digital servitization journey unfold as sayings and doings, and how do intentional narratives guide digital servitization. The present in-depth single case study spanning 8 years reveals the emergent process during the transition of a leading solution provider from servitization to digital servitization. The study uses social practices, such as managers' sayings and doings, to map the change process that unfolds first as servitization and, in a second stage, as digital servitization. Even more importantly, this study unpacks the role of intentional narratives in shaping digital servitization as a lengthy change process. For managers, this study provides a detailed depiction of the servitization and digital servitization processes, and some intentional narratives for guiding the process. Thus, the process may be challenging but perhaps manageable by using intentional narratives as a strategic practice.



中文翻译:

展开从产品到产品-服务-软件系统的数字服务化路径:通过有意识的叙述来实践变革

制造商越来越难以从产品到产品服务软件系统的过渡。我们的研究评估了当前关于服务化和数字化服务化的研究,以调查从产品到更复杂的产品服务软件系统的具有挑战性的过渡过程。我们研究了数字服务化之旅是如何作为言行展开的,以及有意的叙述如何引导数字服务化。目前跨越 8 年的深入单一案例研究揭示了领先的解决方案提供商从服务化到数字化服务化的过渡过程。该研究使用社会实践,例如管理者的言行,来描绘首先作为服务化展开的变革过程,在第二阶段,作为数字服务化展开。更重要的是,这项研究揭示了有意叙述在塑造数字服务化过程中的作用,这是一个漫长的变革过程。对于管理者来说,这项研究提供了对服务化和数字化服务化过程的详细描述,以及一些用于指导该过程的有意叙述。因此,该过程可能具有挑战性,但通过将有意叙述作为战略实践可能是可以管理的。

更新日期:2021-09-01
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