Framing transformation dynamics towards service-orientation: Alternative trajectories of B2B relations

    Research output: Contribution to journalArticleScientificpeer-review

    Abstract

    This article examines dynamics of complex transformation in value creation logics in business-to-business (B2B) relationships. Based on the literature of servitisation, relationship marketing, and particularly the service-dominant (S-D) logic approach, an integrative conceptual framework for structuring provider-customer interaction is built. The framework combines strategic and operational aspects and the perspectives of both parties. It is applied empirically in a multiple case study covering different industries. The results reveal the alternative and parallel trajectories in the B2B relations of the companies, instead of the previous unidirectional transition approach of servitisation. Furthermore, relating to the topical S-D logic debate, the results indicate that the transformation from goods-dominant logic towards service-dominant logic has been built in as different trajectories. The conceptual framework explicates transformation dynamics in terms of value creation logic and mutual dependence between parties. It facilitates particularly SMEs considering relationship-specific evaluation and development, as well as strategic re-positioning and value constellations.

    Original languageEnglish
    Pages (from-to)131-157
    Number of pages27
    JournalInternational Journal of Services and Operations Management
    Volume32
    Issue number2
    DOIs
    Publication statusPublished - 2019
    MoE publication typeA1 Journal article-refereed

    Fingerprint

    Trajectories
    Industry
    Marketing
    Service-dominant logic
    Service orientation
    Logic
    Trajectory
    Conceptual framework
    Value creation
    Service economy
    Small and medium-sized enterprises
    Strategic framework
    Interaction
    B2B relationships
    Multiple case study
    Positioning
    Evaluation
    Business-to-business (B2B)

    Keywords

    • Provider-customer relationship
    • Service strategy
    • Service-dominant logic
    • Servitisation
    • SME
    • Value co-creation

    Cite this

    @article{ab782017aed24fa8b045461796944fd5,
    title = "Framing transformation dynamics towards service-orientation: Alternative trajectories of B2B relations",
    abstract = "This article examines dynamics of complex transformation in value creation logics in business-to-business (B2B) relationships. Based on the literature of servitisation, relationship marketing, and particularly the service-dominant (S-D) logic approach, an integrative conceptual framework for structuring provider-customer interaction is built. The framework combines strategic and operational aspects and the perspectives of both parties. It is applied empirically in a multiple case study covering different industries. The results reveal the alternative and parallel trajectories in the B2B relations of the companies, instead of the previous unidirectional transition approach of servitisation. Furthermore, relating to the topical S-D logic debate, the results indicate that the transformation from goods-dominant logic towards service-dominant logic has been built in as different trajectories. The conceptual framework explicates transformation dynamics in terms of value creation logic and mutual dependence between parties. It facilitates particularly SMEs considering relationship-specific evaluation and development, as well as strategic re-positioning and value constellations.",
    keywords = "Provider-customer relationship, Service strategy, Service-dominant logic, Servitisation, SME, Value co-creation",
    author = "Inka Lappalainen and Tiina Valjakka and Toni Ahonen and Maaria Nuutinen",
    year = "2019",
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    language = "English",
    volume = "32",
    pages = "131--157",
    journal = "International Journal of Services and Operations Management",
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    TY - JOUR

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    AU - Lappalainen, Inka

    AU - Valjakka, Tiina

    AU - Ahonen, Toni

    AU - Nuutinen, Maaria

    PY - 2019

    Y1 - 2019

    N2 - This article examines dynamics of complex transformation in value creation logics in business-to-business (B2B) relationships. Based on the literature of servitisation, relationship marketing, and particularly the service-dominant (S-D) logic approach, an integrative conceptual framework for structuring provider-customer interaction is built. The framework combines strategic and operational aspects and the perspectives of both parties. It is applied empirically in a multiple case study covering different industries. The results reveal the alternative and parallel trajectories in the B2B relations of the companies, instead of the previous unidirectional transition approach of servitisation. Furthermore, relating to the topical S-D logic debate, the results indicate that the transformation from goods-dominant logic towards service-dominant logic has been built in as different trajectories. The conceptual framework explicates transformation dynamics in terms of value creation logic and mutual dependence between parties. It facilitates particularly SMEs considering relationship-specific evaluation and development, as well as strategic re-positioning and value constellations.

    AB - This article examines dynamics of complex transformation in value creation logics in business-to-business (B2B) relationships. Based on the literature of servitisation, relationship marketing, and particularly the service-dominant (S-D) logic approach, an integrative conceptual framework for structuring provider-customer interaction is built. The framework combines strategic and operational aspects and the perspectives of both parties. It is applied empirically in a multiple case study covering different industries. The results reveal the alternative and parallel trajectories in the B2B relations of the companies, instead of the previous unidirectional transition approach of servitisation. Furthermore, relating to the topical S-D logic debate, the results indicate that the transformation from goods-dominant logic towards service-dominant logic has been built in as different trajectories. The conceptual framework explicates transformation dynamics in terms of value creation logic and mutual dependence between parties. It facilitates particularly SMEs considering relationship-specific evaluation and development, as well as strategic re-positioning and value constellations.

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    KW - Service strategy

    KW - Service-dominant logic

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    KW - Value co-creation

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