Service dominant logic : implications for postponement in service supply chains
1University of Oulu, Oulu Business School, Department of Marketing, Logistics
|Online Access:||PDF Full Text (PDF, )|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201210081040
|Publish Date:|| 2012-10-08
|Thesis type:||Master's thesis
Different service supply chain models and frameworks have been developed based on the models of supply chain management of product manufacturing sector. Meanwhile, postponement has been studied a lot in the areas of manufacturing supply chain management, but not much evidence of service postponement has been examined. Is it possible to utilize postponement in service supply chain management? This Master’s thesis is presenting research exploring the feasibility of applying postponement strategy in managing a service supply chain.
With the service dominant logic as the basement, it is discovered that service providers should focus on assist creating customers’ value-in-use, which leads to long-term and higher value-in-exchange to the service provider. Operant resources, such as knowledge on customers, must be considered critical in managing service supply chains. Value offering model is adopted as a significant adaptation to enable postponement, because it integrates both demand and supply, both customers and the provider as the service co-creators. Then it is explained in the study that how postponement can be applied to manage the service supply chain with a creative model based on the value offering theory.
The proposed framework adds to the existing knowledge on service supply chain management by exploring the applicability of postponement strategy from service dominant perspective. From this sense this study is innovative and exploratory. Practically, it suggests a service firm can utilize postponement by integrating the customer and customer’s demand chain into its supply chain.
Qualitative method is considered as a reasonable and valid research method for this study. Abductive reasoning works as a strategy to conduct this research as it is appropriate for theory development. A single case study is conducted with a partner company, an international knowledge-intensive service provider providing professional consulting and engineering service. Primary empirical data is collected from semi-structured interviews. The approach of data analysis is coding and hermeneutics.
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