Anticipating promising services under technology capability for new product-service system strategies: An integrated use of patents and trademarks

Abstract

Product-service systems (PSSs) have been the subject of numerous prior studies, most of which focus on presenting PSS strategies from a customer-centric perspective. This study offers a different approach to proposing new PSS strategies based on promising services that companies can implement using existing technology capability. First, business ecology networks consisting of goods and services are constructed using the trademarks of technology-based firms. Second, link prediction methods were applied to anticipate promising services. Third, patents were analyzed to determine whether the services can be developed using existing technology capabilities. Finally, a PSS portfolio map for establishing new PSS strategies for the target product is presented. Promising services and new PSS strategies are suggested according to whether they can be implemented using existing technology capability. A case study on wearable audio devices demonstrated the applicability and feasibility of the proposed approach. Indeed, promising services, such as self-reservation services and health and medical services, are suggested. A systematic approach and its quantitative outcomes are expected to have significant implications in practice as a support tool for decision-making regarding PSS strategy development. In addition, the proposed approach contributes to the existing literature by suggesting the broader use of intellectual properties.