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This is the published version of a paper presented at 4th International Conference on BusinessServitization (ICBS 2015), Universidad Rey Juan Carlos, Madrid, Spain, November 19-20, 2015.

Citation for the original published paper:

Simonchik, A., Iriarte, I., Hoveskog, M., Halila, F., Justel, D. (2016)

Mapping the intangible: Service design tools for understanding customer value in business model

innovation for servitization.

In: Book of Abstracts: 4th International Business Servitization Conference: Rey Juan Carlos

University: Madrid, November 19–20, 2015 (pp. 29-32). OmniaScience

N.B. When citing this work, cite the original published paper.

Permanent link to this version:http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29549

BookofAbstracts

4thInternationalBusinessServitizationConference

ReyJuanCarlosUniversity

Madrid,November19-20,2015

1stedition©2016OmniaScience(OmniaPublisherSL)

www.omniascience.com

DOI:http://dx.doi.org/10.3926/serv2015

ISBN:978-84-944673-3-2

Coverdesign:OmniaScience

Coverphoto:©DouDou-Fotolia.com

Foreword

4thInternationalBusinessServitization

Conference

The 4th International Conference on Business Servitization (ICBS)celebratedon 19-20November 2015 at Rey JuanCarlosUniversity(Madrid,Spain).

In this fourth edition of the conference, following the success ofprevious editions, we have been happy to provide the scientificcommunityrelatedtothetopicofservitization,withameetingplaceto share advances in research. The 4th edition had as overarchingtheme: “Servitization: strategy, innovation and impact”, and theday-and-a-half programme attracted different participants. It waspresented35papersby78authorsfrom9differentcountries.

As keynotes, the conference counted with the presence of,Professor Gebauer, who is a recognized author in the field ofservitization; Leopoldo Maestu (from ALSTOM group), with broadexperienceinprocessesofservitization,andElisaMartin(fromIBM),as example of a company which has developed servitization andprovidesservicestoothercompanies.

Wealsocountedwiththepresenceofanumberofmanagers,whoI´m sure found the subject very interesting and useful for theirorganizations.Itisverypositivetoshareourresearchwiththem.

Thereweretwospecialissueslinkedtotheconference,intheformof open call in recognized journals, International Journal ofProduction Economics and Universia Business Review. The guest

editorsofthespecialissueswerepresentintheconference,andtheauthors could to discusswith them and seek guidance to improvetheirpapers.

Weareconfidentthisbookofabstractwillbeveryinterestingforallresearchers interested in the topicof servitization. The conferenceinherits the current researchof international academic communityon theemerging fieldof servitization,whichnotonly focuson thetheoretic developments, but also pay attention to practicalapplications of the methods and techniques. Through thisconference, participants shared the latest research findings andpracticalexperiencesandexchangedtheirinnovativeideas.

The 4 th edition of the International Conference on BusinessServitizationhasallowedtobringtogetherthescientificcommunityof servitization and has provided important contributions that willbepublishedinsooninprestigiousjournals.

Iwouldliketothanktheexcellentworkoftheorganizingcommitteetohelpingmakethe4thICBSsuchasuccess.

MaríaLuzMartínPeña

ConferenceChair

OrganizingCommittee

ConferenceChair:

PhD.MªLuzMartínPeña,ReyJuanCarlosUniversity.

Co-Chair:

PhD.EsperanzaMarcos,ReyJuanCarlosUniversity.

ProgramChair:

PhD.EloísaDíazGarrido,ReyJuanCarlosUniversity.

PhD.ValeriadeCastro,ReyJuanCarlosUniversity.

OrganizationChair:

PhD.MarcosLópezSanz,ReyJuanCarlosUniversity.

ScientificCommittee:

PhD.FerranVendrell,UniversityofBirmingham.PhD.OscarF.Bustinza,UniversidaddeGranada.PhD.TimBaines,UniversityofAston.PhD.GlennParry,UniversityoftheWestofEngland.PhD.MªLuzMartínPeña,ReyJuanCarlosUniversity.PhD.AliBigdeli,UniversityofAston.PhD.JoãoFalcãoeCunha,UniversidadedoPorto.PhD.BartKamp,OrkestraandDeustoBusinessSchool.PhD.MikePapazoglou,EuropeanResearchInstituteinServiceScience.PhD.EsperanzaMarcos,ReyJuanCarlosUniversity.PhD.JorgeSanz,IBM,NationalUniversityofSingapore.

PhD.PepSimo,UniversitatPolitècnicadeCatalunya.PhD.JimSphorer,IBM.PhD.ErnestTeniente,UniversitatPolitècnicadeCatalunya.OrganizingCommittee:

PhD.JuanManuelVara,ReyJuanCarlosUniversity.PhD.LuisaReyes,ReyJuanCarlosUniversity.PhD.MaríaJoséPinillos,ReyJuanCarlosUniversity.PhD.IsabelSoriano,ReyJuanCarlosUniversity.CristinaCachón,ReyJuanCarlosUniversity.PhD.CristinaGarcía,ReyJuanCarlosUniversity.PhD.JoséMaríaSáncher,ReyJuanCarlosUniversity.PhD.SantiagoLeguey,ReyJuanCarlosUniversity.

ABSTRACTINDEX

SERVITIZATIONFORENTERPRENEURS:EXPLORINGTHESYNERGIESBETWEENNEWKIBSANDNEWMANUFACTURERESINSPANISHREGIONS

15ESTEBANLAFUENTE,YANCY,VAILLANT,FERRANVENDRELL-HERRERO

CHALLENGESANDOPPORTUNITIESFORSERVITIZATIONINTHEMACHINETOOLINDUSTRYINTHEERAOFINDUSTRY4.0 17AINHOAOCHOA,JAVIERDIAZ,BARTKAMP

THEDEMATERIALIZATIONOFINFORMATIONINTODAY’SCOMPANIESANDSERVITIZATIONIMPACTONTHEOFFICEPRINTINGINDUSTRY 23JOSECASTROOLIVEIRA,ANTONIOAZEVEDO

SIMULACIÓNDEESTRATEGIASPARALAOPTIMIZACIÓNDELSERVICIODEMANTENIMIENTOENPARQUESDEAEROGENERADORESOFFSHORE 27IRENESAGARNA,JONEURIBETXEBARRIA,EDUARDOCASTELLANO

MAPPINGTHEINTANGIBLE:SERVICEDESIGNTOOLSFORUNDERSTANDINGCUSTOMERVALUEINBUSINESSMODELINNOVATIONFORSERVITIZATION

29ANASTACIA SIMONCHIK, ION IRIARTE, MAYA HOVESKOG, FAWZI HALILA,DANIELJUSTEL

CUSTOMERVALUEPERCEPTIONINADVANCEDSERVICEDELIVERY 33JOHANNA LIINAMAA,MARIA IVANOVA-GONGNE, JUSSIHIETAMÄKI,MAGNUSGUSTAFSSON

SOLUTIONSALESPROCESSBLUEPRINTING 39SAMUELJOHNSONOGUNDIPE,MARKOKOHTAMÄKI,RODRIGORABETINO

BARRIERSTOSHIFTTOASERVICIZEDMODELOFCROPPROTECTIONINVITICULTURE 45ÁNGELES PEREIRA, ALBERTO TURNES, ADOLFO CARBALLO-PENELA, MANUELGONZÁLEZ-LÓPEZ,XAVIERVENCE

SERVICEBUSINESSMODELANDPERFORMANCE:UNPACKINGTHECOMPLEXRELATIONSHIP 49OSCARBUSTINZA,FERRANVENDRELL-HERRERO,TIMBAINES,GLENNPARRY

SERVITIZATIONINTHEPHARMACEUTICALINDUSTRY 53JOSERUIZALBA,ANABELASOARES

SERVITIZATIONOFTHEHOME:IOTDEVELOPMENTOFUSE-VISIBILITYMEASURES 57GLENNPARRY,ROGERS.MAULL,SAARAA.BRAX,IRENEC.L.NG

SETOFINITIATIVESFORABUSINESSUNITOFAGLOBALMANUFACTURINGCOMPANYINORDERTOEMBRACESERVITIZATIONWITHINRENEWABLEENERGYMARKET 63FEDERICOPERILLO,AHMADBELTAGUI

INTERNETOFTHINGS-ENABLEDSERVITIZATIONFORUKSMES 65COURTNEYTHORNBERRY

CANMACHINE-TO-MACHINECOMMUNICATIONSBEUSEDTOIMPROVECUSTOMEREXPERIENCEINASERVICEENVIRONMENT? 69SHAUNWEST,DOMINIKKUJAWSKI,PAOLOGAIARDELLI

IMPROVINGICTSERVICESMANAGEMENTTHROUGHTHEADOPTIONOFLEANKANBAN 71ROBERTOHENS,ESPERANZAMARCOS,JUANMANUELVARA

SUPPORTINGBUSINESSMODELLINGINSERVITIZATIONPROCESSES 75JUAN MANUEL VARA, VALERIA DE CASTRO, ÁNGEL MORENO, ESPERANZAMARCOS

BRIDGINGRESEARCHCOMMUNITIESINSERVITIZATION 79RODRIGORABETINO,WILLEMHARMSEN,MARKOKOHTAMÄKI

THEINTELLECTUALBASISOFRESEARCHINTOSERVITIZATION:ACITATION/CO-CITATIONBIBLIOMETRICANALYSIS 83MARÍA LUZ MARTÍN-PEÑA, MARÍA JOSÉ PINILLOS-COSTA, LUISA E. REYES-RECIO

EVOLUTIONOFTHEINTELLECTUALSTRUCTUREOFLITERATUREONSERVITIZATION:ABIBLIOMETRICANALYSIS 89ELOSÍADÍAZ-GARRIDO,MARÍAJOSÉPINILLOS-COSTA,ISABELSORIANO-PINAR,CRISTINAGARCÍA-MAGRO

ANALYSISOFTHEVIRTUALREPUTATIONMANAGEMENTANDITSIMPACTONTHEHOTELFINANTIALPERFORMANCE:THEEFFECTSOFANSWERINGTRIPADVISORPOSTSINANDALUSIANINDEPENDENTHOTELS 93ANTONIOPELÁEZVERDET,PATRICIACORTÉSVERDUGO

CUSTOMERPERCEPTIONSREGARDINGSERVICESINSMALLANDMEDIUMRETAILERS 95LOREANARVAIZA,DAVIDRUIZDEOLANO,TONTXUCAMPOS,IÑIGOARRÓNIZ

MARKETORIENTATION,INNOVATIONANDSERVITIZATIONINSMALLRETAILERSINTWOREGIONS 99LOREANARVAIZA,DAVIDRUIZDEOLANO,TONTXUCAMPOS,IÑIGOARRÓNIZ

DEVELOPINGAPOLICYPACKAGETOPROMOTETHESERVITIZATIONOFCROPPROTECTIONINVITICULTURE 101ÁNGELES PEREIRA, ALBERTO TURNES, ANA GUERRA, ADOLFO CARBALLO-PENELA,MANUALGONZÁLEZ-LÓPEZ,XAVIERVENCE

THEINTERNATIONALIZATIONOFDIGITALSERVICESINB2CMARKETS:BRANDINGORCOUNTRYOFORIGINEFFECT? 103FERRAN VENDRELL-HERRERO, GLENN PARRY, EMANUEL GOMES, OSCARBUSTINZA

WHYWOULDASERVICE-BASEDSMEADDMANUFACTURINGCAPABILITY?107

SARAMOUNTNEY,ABBISHKASTHANA,KASHIFMOHAMMED,MARKALMONDMANAGINGHUMANRESOURCESINMERGERSANDACQUISITIONSOPERATIONS 109JOSÉ LUIS RODRÍGUEZ SÁNCHEZ, MARTA ORTIZ-DE-URBINA CRIADO, EVAMARÍAMORAVALENTÍN

THEEVOLUTIONANDIMPACTOFSERVITIZATIONINBUSINESSPERFOMANCE:EVIDENCESFROMSPANISHMANUFACTURINGFIRMS(1994-2013) 111ALBERTODELACALLEVICENTE,INMACULADAFREIJEOBREGÓN

INNOVATIONANDEXPERIENTIALSERVICES:THEROLEOFMULTIDISCIPLINARYARTSINCREATIVEGASTRONOMY:TOWARDARESEARCHAGENDA 115MARÍANELLYHURTADOJUSTINIANO,NATALIAJARÍA-CHACÓN,JAUMEVALLS-PASOLA

PREDICTINGTHERELIABILITYOFPRODUCTSERVICESYSTEMS 117MARCUSZEUSCHNER,JOHNP.T.MO

AFRAMEWORKFORANALYZINGINTEGRATEDSOLUTIONS 125SIRIJAGSTEDT,MAGNUSPERSSON

AUTHORINDEX 129

ABSTRACTSOFPAPERS

PRESENTEDAT

4THINTERNATIONALBUSINESSSERVITIZATIONCONFERENCE

4thInternationalBusinessServitizationConference,Madrid

29

Mapping the intangible: Service design tools forunderstanding customer value in business modelinnovationforservitization

Anastacia Simonchik1, Ion Iriarte2, Maya Hoveskog1, FawziHalila1,DanielJustel2

1HalmstadUniversity,Sweden2MondragonUnivertsitatea,Spain

[email protected],[email protected],[email protected],[email protected],[email protected]

Abstract

In businessmodel innovation (BMI) for servitization, it is essentialformanufacturertoidentifyasetofspecific(non)monetaryand(in)tangible value attributes (Prior, 2013), that specify the valuablefeatures of product, service, parts of delivery process and evenbusinessrelationship.Suchunderstandingofcustomervalueservesas the basis for further design of the new product-service systemand how it can be created and delivered (Frankenberger et al.,2013). However, developing understanding about customer valuebecomes one of the main challenges for manufacturers trying toservitize (Martinez et al., 2010; Mathieu, 2001) due to severalreasons.Firstly,manufacturersandtheircustomersperceivewhatisvaluable differently (Lindgreen et al., 2012). Secondly, intangiblenature of servitized value propositions makes it difficult formanufacturers to change their traditionally product-focusedtransactionalmodelsintotheonesprovidinglong-termrelationship-based product-service offerings (Vladimirova et al., 2011). Finally,thereislackoftoolsandprocedureguidanceonhowmanufacturerscan approach customer value identification in B2B context inpractice,especiallyitsintangiblepart(Keränen&Jalkala,2013)thatgoesbeyondstraightforwardfinancialvalue.


30

Servicedesignhasalreadybeensuggestedasapotentialenablertosupportmanufacturesin“how”topracticallyapproachservitizationtransformation (e.g., Sangiorgi et al., 2012; Thurston & Cawood,2011)dueto itshuman-centred,creative, iterativeapproachtothecreationofnewservices(Blomkvist,Holmlid,&Segelström2010).Inthis paper we study how service design tools can facilitateunderstanding customer value in BMI for servitization. We useseveral empirical cases with manufacturers that are in the initialphase of BMI for servitization (Simonchik et al., 2015; Val et al.,2013). In these cases, we study how the use of selected servicedesign visualization tools (Maps, Narratives, Images & Flows)through co-creation workshops helps manufacturers to (i) identifytangibleandintangiblevalueattributes(e.g.productquality,serviceflexibility etc. and (ii) use them further in designing new product-servicesystems.

Preliminary case analysis shows that service design tools helpparticipants think beyond their products, providing a broaderperspectiveofthecompletevaluepropositionthroughoutthewholecustomer experience including products, services, processes ofdeliveryandrelationships.Theunderstandingofhowthecustomerwill potentially interact with the future value proposition lays thegroundwork for the design of new product-service systems. Thecases also show that service design visualization tools provide theabilitytoexperimentwithhowtocreateanddeliverspecifictangibleand intangible value attributes in a quick and easy way throughmappingandprototyping.Withthispaperwehopetocontributetomanufacturer’sefforts in increasingtheirserviceorientationinBMIforservitization.Resultsofthisstudyhaveimplicationsformanagersat manufacturer’s side putting effort to overcome among otherssuch challenges of servitization as changing the product-centredperspectiveofownemployees(Löfberg,2014).

Keywords: Service Design Tools, Customer Value, Business ModelInnovation,Servitization.


31

References

Blomkvist, J., Holmlid, S., & Segelström, F. (2010). This Is ServiceDesign Research: Yesterday, Today and Tomorrow. In This IsService Design Thinking, Stickdorn M., & Schneider, J. eds.Amsterdam:BISPublishers,308-315.

Frankenberger,K.,Weiblen,T.,Csik,M.,&Gassmann,O.(2013).The4I-frameworkofbusinessmodelinnovation:ananalysisoftheprocessphasesandchallenges.InternationalJournalofProductDevelopment,18(3),249-273.http://dx.doi.org/10.1504/IJPD.2013.055012

Keränen,J.,&Jalkala,A.(2013).TowardsaframeworkofcustomervalueassessmentinB2Bmarkets:Anexploratorystudy.IndustrialMarketingManagement,42(8),1307-1317.http://dx.doi.org/10.1016/j.indmarman.2013.06.010

Lindgreen, A., Hingley, M.K., Grant, D.B., & Morgan, R.E. (2012).Value in business and industrial marketing: Past, present, andfuture.IndustrialMarketingManagement,41(1),207-214.http://dx.doi.org/10.1016/j.indmarman.2011.11.025

Löfberg, N. (2014). Service Orientation in Manufacturing Firms -Understanding Challenges with Service Business Logic. DoctoralDissertation.KarlstadUniversityStudies.Sweden.

Martinez,V.,Bastl,M.,Kingston,J.,&Evans,S.(2010).Challengesintransforming manufacturing organisations into product-serviceproviders. Journal of Manufacturing Technology Management,2(4),449-469.

Mathieu, V. (2001). Service strategies within the manufacturingsector: benefits, costs, and partnership. International Journal ofServiceIndustryManagement,12(5),451–475.http://dx.doi.org/10.1108/EUM0000000006093

Prior, D.D. (2013). Supplier representative activities and customerperceived value in complex industrial solutions. IndustrialMarketingManagement,42(8),1192-1201.http://dx.doi.org/10.1016/j.indmarman.2013.03.015


32

Sangiorgi, D., Fogg, H., Johnson, S., Maguire, G., Caron A., &Vijakumar, L. (2012). Think Services. Supporting manufacturingcompanies in their move toward services. In Service Design andInnovation Conference, ServDes2012, (pp. 253-263). Helsinki,Finland.

Simonchik,A.,Iriarte,I.,Hoveskog,M.,HalilaF.,&Justel,D.(2015).Service Design Tools for Business model innovation in B2B. InBritish Academy of Management Conference 2015 BAM 2015.Portsmouth,UK.

Thurston, P., & Cawood, G. (2011). The Product Advantage fromServiceDesign.DesignManagementReview,22(4),70-75.http://dx.doi.org/10.1111/j.1948-7169.2011.00159.x

Val,E.,Iriarte,I.,PerezdeArenazaA.,Alzaga,X.,&Arrieta,X.(2013).Human Centered Design in Danobat Group Railways. In 17thInternational Congress on ProjectManagement and Engineering,(pp.1502-1510),Logroño,Spain.

Vladimirova, D., Evans, S., Martinez, V., & Kingston, J. (2011).Elements of Change in the Transformation towards ProductServiceSystems.InJ.Hesselbach&C.Herrmann(eds.),FunctionalThinking for Value Creation: Proceedings of the 3rd CIRPInternational Conference on Industrial Product Service Systems,(pp.21-26).TechnischeUniversitätBraunschweig,Germany.http://dx.doi.org/10.1007/978-3-642-19689-8_6


129

AuthorIndex

Almond,Mark 107

Arróniz,Iñigo 95,99

Asthana,Abhishek 107

Azevedo,Antonio 23

Baines,Tim 49

Beltagui,Ahmad 63

Brax,SaaraA. 57

Bustinza,OscarF. 49,103

Campos,Tontxu 95,99

Carballo-Penela,Adolfo 45,101

Castellano,Eduardo 27

CastroOliveira,Jose 23

CortésVerdugo,Patricia 93

DeCastro,Valeria 75

DelaCalleVicente,Alberto 111

Diaz,Javier 17

Díaz-Garrido,Eloísa 89

FreijeObregón,Inmaculada 111

Gaiardelli,Paolo 69

García-Magro,Cristina 89

Gomes,Emanuel 103

Gonzalez-López,Manuel 45,101

Guerra,Ana 101


130

Gustafsson,Magnus 33

Halila,Fawzi 29

Harmsen,Willem 79

Hens,Roberto 71

Hietamäki,Jussi 33

Hoveskog,Maya 29

HurtadoJustiniano,MaríaNelly 115

Iriarte,Ion 29

Ivanova-Gongne,Maria 33

Jagstedt,Siri 125

Jaría-Chacón,Natalia 115

JohsonOgundipe,Samuel 39

Justel,Daniel 29

Kamp,DanielBart 17

Kohtamäki,Marko 39,79

Kujawski,Dominik 69

Lafuente,Esteban 15

Liinamaa,Johann 33

Marcos,Esperanza 71,75

MartínPeña,MaríaLuz 83

Maull,RogerS. 57

Mo,JohnP.T. 117

Mohamed,Kashif 107

MoraValentín,EvaMaría 109


131

Moreno,Ángel 75

Mountney,Sara 107

Narvaiza,Lorea 95,99

Ng,IreneC.L. 57

Ochoa,Ainhoa 17

Ortiz-de-UrbinaCriado,Marta 109

Parry,Glenn 49,57,103

PeláezVerdet,Antonio 93

Pereira,Ángeles 45,101

Perillo,Federico 63

Persson,Magnus 125

Pinillos-Costa,MaríaJosé 83,89

Rabetino,Rodrigo 39,79

Reyes-Recio,LuisaE. 83

RodríguezSánchez,JoséLuis 109

RuizdeOlano,David. 95,99

Ruizalba,Jose 53

Sagarna,Irene 27

Simonchik,Anastacia 29

Soares,Anabela 53

Soriano-Pinar,Isabel 89

Thornberry,Courtney 65

Turnes,Alberto 45,101

Uribetxebarria,Jone 27


132

Vaillant,Yancy 15

Valls-Pasola,Jaume 115

VaraMesa,JuanManuel 71,75

Vence,Xavier 45,101

VendrellHerrero,Ferran 15,49,103

West,Shaun 69

Zeuschner,Marcus 117

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