Varying Roles in Dynamic Service Networks

The call for more complete and complex solutions requires changes in value network configuration. The focus in future will be increasingly on the quick building and dismantling of networks, e.g. dynamic service networks. A service integrator has an important and challenging role in successfully combining the various pieces in the value network into an integrated solution. In rapid networking, the clarity of roles and rules is essential, as is their effective communication. An integrator operating at the customer interface has a good competitive position in the network, and therefore customer management is a desired role in networks and direct customer contact is considered important. The utilization of the other side of the role, i.e., that of being the party being integrated is also worth consideration, as it offers new possibilities for growth and development and a wider perspective to the network. Assessing company's integration and network building capabilities, understanding of cus-tomer needs and network configurations in fragmented markets is required. The research contributes to current discussion on integrated services and collaborative value creation by bringing empirical insight into the roles and tasks in networks.