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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.
The design of data-driven industrial services in the context of industry 4.0 represents a major challenge for industrial service providers and manufacturing companies for investment goods. Data-driven services require technological and strategic components that most companies have not build up yet and that differ from current configurations. That is why many companies lack a systematic approach and implementation competence for the use of data in the context of industrial services and therefore face the challenge of not being able to expand their market position in an ever-growing competition for data.
The present paper addresses this research deficit with the aim of describing strategic features and characteristics of data-driven industrial services by identifying the related crucial features and characteristics through a morphological approach. This will enable industrial service providers to improve strategic and operative management decisions in order to define a specific strategy and to configure 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. [https://link.springer.com/chapter/10.1007/978-3-030-00713-3_14]