Inside Into Aalto.fi
School of Business publications portal
Aaltodoc publication archive
Aalto University School of Business Master's Theses are now in the Aaltodoc publication archive (Aalto University institutional repository)
School of Business | Department of Management Studies | MSc Degree Programme in Strategy | 2015
Thesis number: 13915
Strategies for deploying information services offerings in the B2B capital goods industry
Author: Lano, Juhana
Title: Strategies for deploying information services offerings in the B2B capital goods industry
Year: 2015  Language: eng
Department: Department of Management Studies
Academic subject: MSc Degree Programme in Strategy
Index terms: johtaminen; management; strategia; strategy; palvelut; service; tietopalvelu; information service; tietämyksenhallinta; knowledge management; liiketaloustiede; business science; mallit; models; asiakashallinta; customer relationship management; valmistus; manufacturing; teollisuus; industry
Pages: 87
Full text:
» hse_ethesis_13915.pdf pdf  size:914 KB (935913)
Key terms: information services, service transition, service-based business model innovation, value-based customer engagement, dynamic capabilities, B2B capital goods industry
Abstract:
Objective of the Study:

The objective of the study is to analyze how can manufacturing-oriented organizations transform their business through deploying value-based information service offerings to complement and enhance their traditional offering, and what factors need to be considered to facilitate a successful transition. In addition, the study aims to outline implications for strategy implementation and the prevailing manufacturing-oriented business model in the B2B capital goods industry context.

Methodology:

The study was conducted as a qualitative, intrinsic single-case study. Research data was collected through semi-structured interviews in the case company and the case SBU. The analysis and interpretation of the data followed a systematic combining approach, best characterized as 'abductive'. A theoretical framework constructed on the basis of the literature review established the sensitizing concepts guiding the analysis and interpretation process.

Findings and Conclusions:

The results suggest that a key determinant in successful deployment of an information services strategy is the sequential development of service-oriented microfoundations for dynamic capabilities in the areas of enhancing and maintaining market orientation (sensing capabilities); developing service strategies, service-oriented business models, and value-focused service offerings (seizing capabilities); as well as aligning organizational structures, human resources and corporate culture, and reshaping the firm's value network (reconfiguring capabilities).

In particular, establishing a platform for systematic, institutionalized generation of value knowledge is crucial, and constitutes the foundation for all further value-focused activities. Moreover, adopting an end-to-end view of customer relationships would be beneficial in aligning management of the customer relationship portfolio with the relational nature of service business. All decision-making concerning customers should be based on optimizing long-term value for the firm and the customer, and coordinated across all customer-facing functions of the firm.

Finally, the findings indicate that the development of new value-focused service offerings should be separated from product development, to enable better consideration of the unique characteristics of service offerings. While a bi-directional link to the product development process should be maintained, decision metrics and decision-making criteria optimized for service offerings are essential in facilitating the co-existence of manufacturing and service logics within the firm.
Electronic publications are subject to copyright. The publications can be read freely and printed for personal use. Use for commercial purposes is forbidden.