How to Foster Service-Based Business Modelling in Product-Centric Firms?

摘要

Changing market situations, new trends and customer needs as well as rising competition require that product-centric firms enhance their service orientation and come up with novel service-based business models. However, since product-centric firms are often unlikely to possess necessary capabilities and resources for service-based business modelling, they habitually need to extend, adapt, reconfigure or even replace their existing capability set and resource base. To gain knowledge about required capabilities and resources for service-based business modelling in product-centric firms, we conducted a multiple case study analysis with nine specifically selected firms. The results reveal that product-centric firms need to develop specific sensing, seizing and reconfiguring capabilities. Only then, service gap identification, service-based business model design and development, and the orchestration of a firm's service-oriented mental model can be realized.