Value capture from service business models
This research project focuses on the subject area of value capture from service business models. This topic becomes increasingly relevant because traditional manufacturing companies develop services and holistic solutions complementing their manufactured products in order to alleviate pressure on margins driven by commoditization of their products, a process that is now prominently known as servitization (Vandermerwe and Rada, 1988).
In selected industries and sectors, traditional manufacturers thereby enter into competition with established services companies and their business models. While in some cases traditional manufacturers simply imitate successful incumbent service offerings, in other instances they offer innovative service solutions with novel value propositions.
In this context, the goal of this research project is to investigate what effective appropriation strategies can be developed by either manufacturers following the servitization path or established service businesses to sustainably capture value from either service innovations or existing service business models.
Project lead: Alexander Mörchel