Service possibilities in the value chain of printed magazines

Anu Seisto, Anna Viljakainen, Pertti Moilanen, Ulf Lindqvist

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

1 Citation (Scopus)

Abstract

This paper aims to present possibilities for a renewal of the forest sector through innovative services in the value chain of printed magazines. The forest industry faces serious problems as digitalization affects the use of print products. In order to succeed in competition with digital media, the forest industry must examine thoroughly the whole value chain and its different roles in finding new possibilities for services. One way to emphasize a strong service orientation is the adoption of so-called service-dominant logic, which means that customer value (value in use) is the starting point of the development. In this study, possibilities for new services have been looked for through two different topics, one focusing on novel combinations of printed and digital content and the other on the launch of a new magazine title. Based on the results, there are clear customer needs that could be answered by providing knowledge-intensive business services (KIBS). Through close co-operation, the paper producer could offer knowledge that is very important to the publisher from the viewpoint of printed magazines. The publisher would need a more efficient process for launching a new magazine title as well as better arguments for promoting advertising in printed magazines. Both of these are areas in which the paper producer could take a role as a facilitator of innovation.
Original languageEnglish
Title of host publicationVTT Symposium on Service Innovation
Place of PublicationEspoo
PublisherVTT Technical Research Centre of Finland
Pages133-144
ISBN (Electronic)978-951-38-7607-4
ISBN (Print)978-951-38-7606-7
Publication statusPublished - 2011
MoE publication typeA4 Article in a conference publication
EventVTT Symposium on Service Innovation - Espoo, Finland
Duration: 18 Aug 201118 Aug 2011

Publication series

NameVTT Symposium
PublisherVTT
Number271
ISSN (Print)0357-9387
ISSN (Electronic)1455-0873

Conference

ConferenceVTT Symposium on Service Innovation
CountryFinland
CityEspoo
Period18/08/1118/08/11

Fingerprint

forest industries
supply chain

Cite this

Seisto, A., Viljakainen, A., Moilanen, P., & Lindqvist, U. (2011). Service possibilities in the value chain of printed magazines. In VTT Symposium on Service Innovation (pp. 133-144). Espoo: VTT Technical Research Centre of Finland. VTT Symposium, No. 271
Seisto, Anu ; Viljakainen, Anna ; Moilanen, Pertti ; Lindqvist, Ulf. / Service possibilities in the value chain of printed magazines. VTT Symposium on Service Innovation. Espoo : VTT Technical Research Centre of Finland, 2011. pp. 133-144 (VTT Symposium; No. 271).
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Seisto, A, Viljakainen, A, Moilanen, P & Lindqvist, U 2011, Service possibilities in the value chain of printed magazines. in VTT Symposium on Service Innovation. VTT Technical Research Centre of Finland, Espoo, VTT Symposium, no. 271, pp. 133-144, VTT Symposium on Service Innovation, Espoo, Finland, 18/08/11.

Service possibilities in the value chain of printed magazines. / Seisto, Anu; Viljakainen, Anna; Moilanen, Pertti; Lindqvist, Ulf.

VTT Symposium on Service Innovation. Espoo : VTT Technical Research Centre of Finland, 2011. p. 133-144 (VTT Symposium; No. 271).

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

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N2 - This paper aims to present possibilities for a renewal of the forest sector through innovative services in the value chain of printed magazines. The forest industry faces serious problems as digitalization affects the use of print products. In order to succeed in competition with digital media, the forest industry must examine thoroughly the whole value chain and its different roles in finding new possibilities for services. One way to emphasize a strong service orientation is the adoption of so-called service-dominant logic, which means that customer value (value in use) is the starting point of the development. In this study, possibilities for new services have been looked for through two different topics, one focusing on novel combinations of printed and digital content and the other on the launch of a new magazine title. Based on the results, there are clear customer needs that could be answered by providing knowledge-intensive business services (KIBS). Through close co-operation, the paper producer could offer knowledge that is very important to the publisher from the viewpoint of printed magazines. The publisher would need a more efficient process for launching a new magazine title as well as better arguments for promoting advertising in printed magazines. Both of these are areas in which the paper producer could take a role as a facilitator of innovation.

AB - This paper aims to present possibilities for a renewal of the forest sector through innovative services in the value chain of printed magazines. The forest industry faces serious problems as digitalization affects the use of print products. In order to succeed in competition with digital media, the forest industry must examine thoroughly the whole value chain and its different roles in finding new possibilities for services. One way to emphasize a strong service orientation is the adoption of so-called service-dominant logic, which means that customer value (value in use) is the starting point of the development. In this study, possibilities for new services have been looked for through two different topics, one focusing on novel combinations of printed and digital content and the other on the launch of a new magazine title. Based on the results, there are clear customer needs that could be answered by providing knowledge-intensive business services (KIBS). Through close co-operation, the paper producer could offer knowledge that is very important to the publisher from the viewpoint of printed magazines. The publisher would need a more efficient process for launching a new magazine title as well as better arguments for promoting advertising in printed magazines. Both of these are areas in which the paper producer could take a role as a facilitator of innovation.

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Seisto A, Viljakainen A, Moilanen P, Lindqvist U. Service possibilities in the value chain of printed magazines. In VTT Symposium on Service Innovation. Espoo: VTT Technical Research Centre of Finland. 2011. p. 133-144. (VTT Symposium; No. 271).