Evaluating the Design of Service-Dominant Business Models: A Qualitative Method

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE Pacific Asia Journal of the Association for Information Systems Pub Date : 2021-01-01 DOI:10.17705/1PAIS.13102
Rick Gilsing, O. Türetken, B. Özkan, P. Grefen, O. E. Adali, A. Wilbik, F. Berkers
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引用次数: 11

Abstract

Evaluating the Design of Service-Dominant Business Models: A Qualitative Method Rick Gilsing, Eindhoven University of TechnologyFollow Oktay Turetken, Eindhoven University of TechnologyFollow Baris Ozkan, Eindhoven University of TechnologyFollow Paul Grefen, Eindhoven University of TechnologyFollow Onat Ege Adali, Eindhoven University of TechnologyFollow Anna Wilbik, Maastricht UniversityFollow Frank Berkers, TNOFollow Abstract Background: Driven by factors such as digitization and rapid technological change, many contemporary organizations adopt a service orientation to sustain competitiveness and to improve their value propositions to customers. In doing so, organizations typically engage in collaborative service ecosystems to co-create value and exchange services, and conceptualize such collaborations using business models. The resulting models should be evaluated to support the development of service ecosystems and their long- term viability. Despite academic efforts on the evaluation of traditional, organization- centric business models, limited research is present supporting the evaluation of service- dominant business models, taking into account their key characteristics, such as service exchange and value co-creation in business networks. Method: Following a design science research methodology, we have iteratively designed a method addressing the qualitative evaluation of service-dominant business models, building on and integrating the theory on service-dominant logic, business model design and business model evaluation. To structure the steps of the design process, we leverage a situational method engineering approach, following a paradigm-based strategy. To evaluate the validity and utility our method, we have applied it to a real-life business case in the mobility domain, involving eight industry stakeholders in the process. Results: The method constitutes a set of guiding questions and a procedural description of their use, addressing the evaluation concerns of feasibility, viability, structural validity and robustness with respect to the service-dominant business model. The results of the evaluation demonstrate that the use of the method facilitates users to reflect qualitatively on design decision with respect the business model design and offers insights on its expected performance. Conclusions: This work contributes to extant research on service systems engineering and the instantiation of service-dominant logic, clarifying how service ecosystems can be evaluated through the business model concept and explicating how business models are impacted through service-dominant logic.
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评价以服务为主导的商业模式的设计:一种定性方法
评价以服务为主导的商业模式的设计:一种定性方法Rick Gilsing, Eindhoven理工大学follow Oktay Turetken, Eindhoven理工大学follow Baris Ozkan, Eindhoven理工大学follow Paul Grefen, Eindhoven理工大学follow Onat Ege Adali, Eindhoven理工大学follow Anna Wilbik, Maastricht大学follow Frank Berkers, TNOFollow在数字化和快速技术变革等因素的推动下,许多当代组织采用以服务为导向来保持竞争力,并提高他们对客户的价值主张。在这样做的过程中,组织通常参与协作服务生态系统来共同创造价值和交换服务,并使用商业模型将这种协作概念化。应对所得模型进行评估,以支持服务生态系统的发展及其长期可行性。尽管学术界致力于评估传统的、以组织为中心的商业模式,但目前支持评估以服务为主导的商业模式的研究有限,考虑到它们的关键特征,如商业网络中的服务交换和价值共同创造。方法:遵循设计科学的研究方法论,在服务主导逻辑、商业模式设计和商业模式评估理论的基础上,迭代设计了一种解决服务主导商业模式定性评估的方法。为了构建设计过程的步骤,我们利用情境方法工程方法,遵循基于范例的策略。为了评估我们方法的有效性和实用性,我们将其应用于移动领域的一个现实商业案例,涉及八个行业利益相关者。结果:该方法包括一组指导性问题和对其使用的程序性描述,针对以服务为主导的商业模式,解决了可行性、可行性、结构有效性和稳健性的评估问题。评估结果表明,该方法的使用有助于用户从商业模式设计的角度定性地反映设计决策,并提供对其预期性能的见解。结论:本工作有助于服务系统工程和服务主导逻辑实例化的现有研究,阐明了如何通过业务模型概念评估服务生态系统,并阐明了服务主导逻辑如何影响业务模型。
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