An agile co-creation process for digital servitization: A micro-service innovation approach

By David Sjodin, Vinit Parida, Marko Kohtamäki, Joakim Wincent. 2020

460 citations recorded by the source corpus.

Abstract In this paper, we explore how manufacturing firms and their customers co-create digital service innovations in an attempt to address the digitalization paradox. We present empirical insights from a case study of four manufacturers and their customer relationships. The results suggest that value co-creation in digital servitization is best managed through an agile micro-service innovation approach. Such an approach requires incremental micro-service investments, sprint-based micro-service development, and micro-service learning by doing to ensure customized and scalable digital service offerings. The proposed agile co-creation model provides insight into the phases, activities, and organizational principles of a micro-service innovation approach. Relational teams that pool knowledge from providers’ and customers’ strategic, technological, and operational areas are crucial to ensure successful cooperation and governance for agile co-creation. This paper offers insight into how companies engage in agile co-creation processes, with important recommendations for innovation in manufacturing firms in the era of digitalization.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/7f33524b034ac92b1dbbf24556ba5fe7555b376e

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Citations in the corpus

Transforming provider-customer relationships in digital servitization: A relational view on digitalization (2020, background): “…associated ecosystems to progressively create, deliver, and capture increased service value arising from a broad range of enabling digital technologies such as the Internet of Things (IoT), big data, artificial intelligence (AI), and cloud computing” (Sjödin, Parida, Kohtamäki, & Wincent, 2020).”
Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective (2021, background): “Retailers are aware that their recovery responses will impact customer satisfaction, thus, compelling them to adapt their capabilities and operations to handle unprecedented demand and pressure caused by Covid‐19 (Gordon et al., 2020; Sjödin et al., 2020; Wang et al., 2020).”