Abstract
Digitalization drives automotive original equipment manufacturers (OEMs) to change their value propositions and open-up towards greater collaboration and customer integration. The shift towards services implies a transformational change from product- towards customer-centricity. This study proposes a conceptual reference framework (CRF) out of a business model perspective to systematize automotive service systems. The CRF presents relevant dimensions and dependencies between the involved stakeholders and the necessary infrastructures in order to facilitate digital service conceptualization in the early phases of the service design. The artifact is developed based on a literature review and conceptual modeling, then iteratively evaluated by means of guideline-supported interviews from three different perspectives and applied to a real problem statement within a case workshop. The results suggest value creation for automotive services occurs in shared mobility networks among interdependent stakeholders in which customers play an integral role during the service life-cycle. Additionally, the results deepen the understanding of service business model development under consideration of industry-specific aspects and suggest the framework to be a beneficial structuring tool that can save resources and specify solution finding.
Highlights
Industries, like products, proceed through distinct cycles and stages as they mature
original equipment manufacturers (OEMs) have built their businesses around goodsoriented business models (BM), where customers are seen as consumers rather than collaborators in the value-creation process (Orsato and Wells 2007; Ibusuki and Kaminski 2007) and the way in which the goods or vehicles are used has been of less importance (Ng et al 2012)
We chose this strategy as the major design risk is user oriented and Ba critical goal of the evaluation is to rigorously establish that the utility/benefit will continue in real situations^ (Venable et al 2016, p. 82)
Summary
Industries, like products, proceed through distinct cycles and stages as they mature. OEMs have built their businesses around goodsoriented BMs, where customers are seen as consumers rather than collaborators in the value-creation process (Orsato and Wells 2007; Ibusuki and Kaminski 2007) and the way in which the goods or vehicles are used has been of less importance (Ng et al 2012). In contrast to this goods-centered perspective, Vargo and Lusch (2004) introduced servicedominant logic (SDL) that assumes the customer as the center of value creation with goods being means of services. A recent literature review of Frost and Lyons (2017, p. 228) found that present research lacks the application of SS concepts to specific domains and propose to direct research towards Bontologies that are more responsive to the intentionality of actors in the system, as well as the effects of their interactions.^
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