TY  - CONF
A1  - Kampker, Achim
A1  - Husmann, Marco
A1  - Jussen, Philipp
A1  - Schwerdt, Laura
A2  - Satzger, Gerhard
A2  - Patricio, Lia
A2  - Zaki, Mohammed
A2  - Kühl, Niklas
A2  - Hottum, Peter
T1  - Market launch process of data-driven services for manufacturers: A qualitative guideline
T2  - Exploring Service Science. 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19–21, 2018, Proceedings.
N2  - Traditional manufacturing companies increasingly launch data-driven services (DDS) to enhance their digital service portfolio. Nonetheless, data-driven services fail more often than traditional industrial services or products within the first year on the market. In terms of market launch, their digital characteristics differ from traditional industrial services and thus need specific structures and actions, which companies currently lack. Therefore, a process guideline for a six-month market launch phase of DDS is developed. The guideline relies on analogies from product, service and software launches based on the latest literature from service marketing and successful practices from various industries. Finally, the guideline is evaluated within five industrial case studies. Thus, the guideline provides scientific research insights regarding the market launch process of DDS and adds to the research of service marketing. It provides practical guidance for manufacturing companies by serving as a reference process for the market launch and offering a collection of successful practices within this area. [https://link.springer.com/chapter/10.1007/978-3-030-00713-3_14]
KW  - market launch
KW  - smart services
KW  - data-driven services
KW  - service marketing
KW  - launch tactics
KW  - manufacturing
KW  - new service development
Y1  - 2018
UR  - https://epub.fir.de/frontdoor/index/index/docId/252
SN  - 978-3-030-00712-6
SN  - 978-3-030-00713-3
SP  - 177
EP  - 189
PB  - Springer
CY  - Cham [u. a.]
ER  -