Jointly Created Service Concept in B-to-B Networks

The purpose of this paper is to increase knowledge of service concept development within b-to-b networks. The research strategy employed in this paper is a qualitative multiple-case study of three collaborative NSD projects. By integrating the conceptual discussion on service concept dimensions with practical experiences in three cases, we devise a framework for joint service concept development. We discuss methods for collaborative NSD and the potential challenges related to NSD across organizational boundaries. The jointly created service concept framework can be used to facilitate the combining of resources and business interests of the network, to systemize NSD, and as a marketing tool. The paper provides advice for managers to tackle the identified challenges in collaborative service development. The study contributes to the domain of NSD literature by increasing understanding of an emergent field, collaborative service development in b-to-b networks