Filtern
Dokumenttyp
Sprache
- Englisch (4) (entfernen)
Gehört zur Bibliographie
- nein (4)
Schlagworte
- Innovation (1)
- Service Engineering (1)
- Smart Services (1)
- data-driven services (2)
- launch tactics (2)
- manufacturing (2)
- market launch (2)
- new service development (2)
- service marketing (2)
- smart services (1)
Institut / FIR-Bereiche
Traditional manufacturing companies increasingly launch data-driven services (DDS) to enhance their digital service portfolio. Nonetheless, data-driven services fail more often than traditional industrial services or products within the first year on the market. In terms of market launch, their digital characteristics differ from traditional industrial services and thus need specific structures and actions, which companies currently lack. Therefore, a process guideline for a six-month market launch phase of DDS is developed. The guideline relies on analogies from product, service and software launches based on the latest literature from service marketing and successful practices from various industries. Finally, the guideline is evaluated within five industrial case studies. Thus, the guideline provides scientific research insights regarding the market launch process of DDS and adds to the research of service marketing. It provides practical guidance for manufacturing companies by serving as a reference process for the market launch and offering a collection of successful practices within this area. [https://link.springer.com/chapter/10.1007/978-3-030-00713-3_14]
Data-driven services play an important role in
innovative business models of successful manufacturing
companies: They hold great potential for the creation of unique
selling points and improve the differentiation of manufacturing
companies in highly competitive markets. However, the large
number of newly invented digital services that fail shortly after
launching implies that companies struggle with the invention and
implementation of data-driven service solutions, which ends in a
waste of resources. The following paper introduces guideline
principles for successful innovation processes for data-driven
services. The principles were identified during in-depth case
studies with manufacturing companies. They contribute to a
necessary paradigm change for manufacturing companies in
terms of data-driven services for machines. The six identified
principles emphasize new aspects regarding the new dimension of
data-driven solutions and improve the life cycle management of
products and services. They demonstrate how the rules of agile
development can lead to successful and more efficient service
innovations in the industrial sector.
The change from the traditional to the digital service provider is not easy. The digital maturity level of many industrial companies is still too low to successfully place these digital service innovations on the market. One problem of service development is the increasing involvement of information and communication technology in service development and implementation. The additional technology makes the innovation processes for services on the part of manufacturers increasingly complex by involving different internal and external stakeholders (e.g. IT partners, data protection officers or product development departments). In addition to this, data-driven services also require that manufacturers (e.g. data scientists) develop new competencies in order to use the customer data obtained to increase machine productivity and to offer new business models. Furthermore, industrial companies that want to successfully offer data-driven services must develop new market introduction strategies to create a high degree of acceptance and trust among their customers. This is necessary to get access to relevant data. These and other challenges caused the success rate of companies in regarding the development of new, industrial services to shrink.
To change this, this white paper presents six principles that help industrial enterprises to develop new successful data-driven services.
Traditional manufacturing companies increasingly launch data-driven services (DDS) to enhance their digital service portfolio. Nonetheless, data-driven services fail more often than traditional industrial services or products within the first year on the market. In terms of market launch, their digital characteristics differ from traditional industrial services and thus need specific structures and actions, which companies currently lack. Therefore, a process guideline for a six-month market launch phase of DDS is developed. The guideline relies on analogies from product, service and software launches based on the latest literature from service marketing and successful practices from various industries. Finally, the guideline is evaluated within five industrial case studies. Thus, the guideline provides scientific research insights regarding the market launch process of DDS and adds to the research of service marketing. It provides practical guidance for manufacturing companies by serving as a reference process for the market launch and offering a collection of successful practices within this area.