University of Oulu

Value generation in service process : case IoT-service provider

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Author: Kytökangas, Mira1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.4 MB)
Pages: 129
Persistent link:
Language: English
Published: Oulu : M. Kytökangas, 2017
Publish Date: 2017-05-10
Thesis type: Master's thesis
Tutor: Koivumäki, Timo
Reviewer: Ulkuniemi, Pauliina
Koivumäki, Timo
Information and communications technology industry is in transition from industrial society towards service society, and there is an abstract asset called knowledge taking over the business. However, knowledge has no intrinsic value as an object of exchange. Value of knowledge only occurs if it is used, shared, or combined as new data. Companies need to find the best ways to share knowledge to the right people, who can utilize the given knowledge in a way it generates value. The purpose of this study is to understand how value generation is best facilitated in IoT-service process. The focus is on successful value co-creation from service logic based value generation process. This study forms a process flow for IoT-service process by adapting value-adding elements, value-reducing elements, aspects of interactions and challenges, which together create a comprehensive view of successful cooperation activities that best facilitate value co-creation. Theoretical background of this study is based on value as a concept, value co-creation, and service-centered view. There are also two different service-centered value generation logics presented and evaluated by discussing their similarities and differences. As IoT is rather new phenomenon in the research literature, especially concerning the processes of IoT-services, this study aims for a comprehensive view of the topic. Qualitative method is chosen for its ability to provide new insights or understanding about individual and social complexity. Empirical data is collected through four semi-structured theme interviews that were conducted for people in different industries, who had had some level of cooperation with IoT-service provider in the past. This study results a comprehensive view of IoT-service process, which concerns the process spheres, value-adding elements, value-reducing elements, interaction areas and challenge categories. In addition, study establishes the essential role of human communication in technology-driven process. Results of the study also provide an IoT-service process flow, which demonstrates key spheres of IoT-service process while dividing process into customer-, joint-, and customer spheres. Theoretical contribution of this study emphasizes previous findings in service logic research by providing support for the arguments regarding the unsuitability of SDL used in analytical level for its inadequacy to define roles of value creators, as well as logic’s way to leave precise value emergence undefined. Managerial contribution of this study emphasizes the significance of human communication as a basis of business. The other important finding from managerial perspective is the relevance of multilateral cooperation within actors in IoT-network. This study focuses on understanding phenomenon of IoT-service process in general level, leaving room for further research around same topic.
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