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 typeNot Eligible

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

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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",
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