Title: Framing transformation dynamics towards service-orientation: alternative trajectories of B2B relations

Authors: Inka Lappalainen; Tiina Valjakka; Toni Ahonen; Maaria Nuutinen

Addresses: Department of Business, Innovation and Foresight, VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 VTT, Finland ' Department of Business, Innovation and Foresight, VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 VTT, Finland ' Department of Risk and Asset Management, VTT Technical Research Centre of Finland Ltd., P.O. Box 1300, FI-33101 Tampere, Finland ' Department of Business, Innovation and Foresight, VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 VTT, Finland

Abstract: This article examines dynamics of complex transformation in value creation logics in business-to-business (B2B) relationships. Based on the literature of servitisation, relationship marketing, and particularly the service-dominant (S-D) logic approach, an integrative conceptual framework for structuring provider-customer interaction is built. The framework combines strategic and operational aspects and the perspectives of both parties. It is applied empirically in a multiple case study covering different industries. The results reveal the alternative and parallel trajectories in the B2B relations of the companies, instead of the previous unidirectional transition approach of servitisation. Furthermore, relating to the topical S-D logic debate, the results indicate that the transformation from goods-dominant logic towards service-dominant logic has been built in as different trajectories. The conceptual framework explicates transformation dynamics in terms of value creation logic and mutual dependence between parties. It facilitates particularly SMEs considering relationship-specific evaluation and development, as well as strategic re-positioning and value constellations.

Keywords: servitisation; value co-creation; service-dominant logic; service strategy; provider-customer relationship; SME.

DOI: 10.1504/IJSOM.2019.097526

International Journal of Services and Operations Management, 2019 Vol.32 No.2, pp.131 - 157

Received: 06 Jun 2016
Accepted: 22 Jan 2017
Published online: 28 Jan 2019 *

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