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Servitization and ecosystem strategy formulation

Kemink, P.H. (2020) Servitization and ecosystem strategy formulation.

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Abstract:This research explores what a viable ecosystem strategy is for a manufacturing firm to introduce a PSS offering next to an existing product offering. A single case study has been performed at a .... high-tech company, which is currently planning to introduce a PSS offering next to an existing product offering. As first step, an ecosystem analysis is performed of both ecosystems based on an adapted value blueprint. This adapted value blueprint is centred around the value proposition and takes only non-generic complementarities which are contributed by partners into account. As second step, the ecosystem tensions are analysed that arise when introducing a PSS offering next to an existing product offering. As last step the vision of experts is used to identify practices to overcome these tensions and successfully introduce a new PSS offering next to an existing product offering. Based on the results of research and the underlying literature the following strategy is suggested: start completely separate from the existing product offering in terms of the ecosystem (including partners), market segment and internal setup. This strategy avoids dominant routines and existing path dependencies at the product offering and prevents cannibalisation of the product offering in the initial phase.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/80635
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