Abstract
The paper emphasizes the importance of an iterative approach, flexible planning, and execution for successfully implementing a PSS. It also highlights the role of technology, such as the Internet of Things and sensor technology, in digital servitization. The document further discusses the challenges of quantifying value-in-context in a start-up environment due to the continuous development and iteration of the product or service. The paper suggests that start-ups must identify critical factors influencing value-in-context and focus on gathering feedback and information on these factors. The document also presents a case study that provides insights into successfully implementing a digitally-enabled PSS in a start-up environment. The case study emphasizes the importance of the Lean Start-up methodology, which prioritizes rapid prototyping, customer feedback, and continuous iteration. The document also provides a framework for planning sub-steps in line with the principles of action research, which allows for documenting the process, considerations, and insights in a scientific framework that is easy to understand. The paper suggests that implementing a digitally-enabled PSS can be complex, requiring flexible planning and execution. The case study highlighted the need for an iterative approach, where each phase is revisited and refined based on feedback and insights from previous steps. This iterative approach resulted in greater flexibility and adaptability, improving outcomes.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Marcon, A., Ribeiro, J.L.D.: How do startups manage external resources in innovation ecosystems? A resource perspective of startups’ lifecycle. Technol. Forecast. Soc. Change 171, 120965 (2021). https://doi.org/10.1016/j.techfore.2021.120965
West, S., Gaiardelli, P., Saccani, N.: Modern Industrial Services. Springer Texts in Business and Economics, Springer, edition 1, number 978-3-030-80511-1, March (2022)
West, S., Gaiardelli, P., Resta, B., Kujawski, D.: Co-creation of value in Product-Service Systems through transforming data into knowledge. IFAC-PapersOnLine 51(11), 1323–1328 (2018). https://doi.org/10.1016/j.ifacol.2018.08.349
Ries, E.: The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (2011). https://doi.org/10.1111/j.1540-5885.2012.00920_2.x
Kemmis, S.: Action research as a practice-based practice. Educ. Action Res. (2009). https://doi.org/10.1080/09650790903093284
Rachinger, M., Rauter, R., Müller, C., Vorraber, W., Schirgi, E.: Digitalization and its influence on business model innovation. J. Manuf. Technol. Manag. 30(8), 1143–1160 (2019). https://doi.org/10.1108/JMTM-01-2018-0020
West, S., Gaiardelli, P., Rapaccini, M.: Exploring technology-driven service innovation in manufacturing firms through the lens of Service Dominant logic. IFAC-PapersOnLine 51(11), 1317–1322 (2018). https://doi.org/10.1016/j.ifacol.2018.08.350
Zhang, K., Feng, L., Wang, J., Qin, G., Li, H.: Start-up’s road to disruptive innovation in the digital era: the interplay between dynamic capabilities and business model innovation. Front. Psychol. 13 (2022). https://doi.org/10.3389/fpsyg.2022.925277
Krishmini Dahanayake, H., Bih Muna, C.: Entrepreneurial Ecosystem Challenges for AI Startups Internationalization (2022)
Macdonald, E.K., Kleinaltenkamp, M., Wilson, H.N.: How business customers judge solutions: solution quality and value in use. J. Mark. 80(3), 96–120 (2016). https://doi.org/10.1509/jm.15.0109
Eggert, A., Kleinaltenkamp, M., Kashyap, V.: Mapping value in business markets: an integrative framework. Ind. Mark. Manage. 79(March), 13–20 (2019). https://doi.org/10.1016/j.indmarman.2019.03.004
Vargo, S.L., Lusch, R.F.: From goods to service(s): divergences and convergences of logics. Ind. Mark. Manage. 37(3), 254–259 (2008). https://doi.org/10.1016/j.indmarman.2007.07.004
O’Cass, A., Ngo, L.V.: Achieving customer satisfaction in services firms via branding capability and customer empowerment. J. Serv. Mark. 25(7), 489–496 (2011). https://doi.org/10.1108/08876041111173615
Eggert, A., Ulaga, W., Frow, P., Payne, A.: Conceptualizing and communicating value in business markets: from value in exchange to value in use. Ind. Mark. Manage. 69, 80–90 (2018). https://doi.org/10.1016/j.indmarman.2018.01.018
Stoll, O., Zou, W., Rodel, E., West, S.: Value co-creation in the context of digitally-enabled product-service systems. In: Camarinha-Matos, L.M., Boucher, X., Afsarmanesh, H. (eds.) PRO-VE 2021. IAICT, vol. 629, pp. 337–344. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-85969-5_30
Hughes, E., Parry, G., Davies, P.: Digital servitization and modularity: responding to requirements in use. Palgrave Macmillan, pp. 457–469 (2021). https://doi.org/10.1007/978-3-030-75771-7_29
West, S., Kujawski, D.: Value Based Pricing Services in B2B Markets (2016). https://serviceinindustry.com/2016/11/17/value-based-pricing-services-in-b2b-markets-by-dr-shaun-west-and-dominik-kujawski/
Kohtamäki, M., et al.: Theoretical Landscape in Servitization (2021). https://doi.org/10.1007/978-3-030-75771-7_1
Kamalaldin, A., Linde, L., Sjödin, D., Parida, V.: Transforming provider-customer relationships in digital servitization: a relational view on digitalization. Ind. Mark. Manage. 89(February), 306–325 (2020). https://doi.org/10.1016/j.indmarman.2020.02.004
Kohtamäki, M., Baines, T.: Digital servitization business models in ecosystems: a theory of the firm. J. Bus. Res. 104(June), 380–392 (2019). https://doi.org/10.1016/j.jbusres.2019.06.027
Classen, M., Friedli, T.: Value-based marketing and sales of industrial services: a systematic literature review in the age of digital technologies. Procedia CIRP 83, 1–7 (2019). https://doi.org/10.1016/j.procir.2019.02.141
Kowalkowski, C., Ulaga, W.: Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business. Service Strategy Press (2017)
Falkenreck, C., Wagner, R.: From managing customers to joint venturing with customers: co-creating service value in the digital age. J. Bus. Indust. Market. 37(3), 643–656 (2022). https://doi.org/10.1108/JBIM-02-2020-0100
Yin, R.K.: Case Study Research and Applications (2018)
Voss, C., Tsikriktsis, N., Frohlich, M.: Case research in operations management. Int. J. Oper. Prod. Manag. 22(2), 195–219 (2002). https://doi.org/10.1108/01443570210414329
Padak, N., Padak, G.: Guidelines for Planning Action Research Projects. Research to Practice (1994)
Lewin, K.: Action research and minority problems. J. Soc. Issues (1946). https://doi.org/10.1111/j.1540-4560.1946.tb02295.x
Denscombe, M.: The Good Research Guide For Small Scale Research Projects (2010). https://doi.org/10.1371/journal.pone.0017540
Lenarduzzi, V., Taibi, D.: MVP explained: a systematic mapping study on the definitions of minimal viable product. In: Proceedings - 42nd Euromicro Conference on Software Engineering and Advanced Applications, SEAA 2016, pp. 112–119 (2016). https://doi.org/10.1109/SEAA.2016.56
Sevilla-Bernardo, J., Sanchez-Robles, B., Herrador-Alcaide, T. C.: Success factors of startups in research literature within the entrepreneurial ecosystem. Adm. Sci. 12(3), 102 (2022). https://doi.org/10.3390/admsci12030102
Baines, T.S., Lightfoot, H.W., Benedettini, O., Kay, J.M.: The servitization of manufacturing: a review of literature and reflection on future challenges. J. Manufac. Technol. Manage. 20(5), 547–567 (2009). https://doi.org/10.1108/17410380910960984
Bortolini, R.F., Cortimiglia, M.N., de Moura, A., Danilevicz, F., Ghezzi, A.: Lean Startup: a comprehensive historical review. Manage. Dec. 59(8), 1765–1783 (2018). https://doi.org/10.1108/MD-07-2017-0663
Müller-Csernetzky, P., West, S., Stoll, O.: Avatar journey mapping for manufacturing firms to reveal smart-service opportunities over the product life-cycle. Int. J. Bus. Environ. 11(3), 298 (2020). https://doi.org/10.1504/ijbe.2020.10032985
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 IFIP International Federation for Information Processing
About this paper
Cite this paper
Kunz, M., West, S., Stoll, O., Blickenstorfer, M. (2023). It’s Not About Technology – Stupid! Lessons from a Start-Up Developing a Digitally-Enabled Product Service System to Grow Plants. In: Alfnes, E., Romsdal, A., Strandhagen, J.O., von Cieminski, G., Romero, D. (eds) Advances in Production Management Systems. Production Management Systems for Responsible Manufacturing, Service, and Logistics Futures. APMS 2023. IFIP Advances in Information and Communication Technology, vol 690. Springer, Cham. https://doi.org/10.1007/978-3-031-43666-6_5
Download citation
DOI: https://doi.org/10.1007/978-3-031-43666-6_5
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-43665-9
Online ISBN: 978-3-031-43666-6
eBook Packages: Computer ScienceComputer Science (R0)