University of Twente Student Theses


How can manufacturing firms better make use of role dynamics in co-created servitized solutions?

Martin, Alexander (2019) How can manufacturing firms better make use of role dynamics in co-created servitized solutions?

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Abstract:Manufacturing firms increasingly follow the prevalent trend of servitization as they move away from delivering stand-alone products towards offering customized solutions. Thereby, they seek to actively integrate their customers in the solution process in order to facilitate an enhanced solution development. During this joint solution process, interactions facilitated through services enable firms to engage in the customers’ value creation process. As this implies a transition towards the joint value creation sphere, where firms can now co-create value with customers, new roles emerge which have been widely unexplored in recent servitization, value creation and role theory literature. Knowing and managing the different role dynamics that are inherently linked to a servitized solution- and value creation process is therefore utterly important for firms to create additional value. The present study employs a qualitative multiple case design to advance the understanding in this topic of interest. This study contributes to the mentioned literature as it provides a managerial framework depicting firm strategies on how to better cope with role dynamics in co-created servitized solutions. Furthermore, it advances and extends existing yet rare literature on firm roles in value co-creation processes as it identifies six roles firms adopt in practice.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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