Market launch process of data-driven services for manufacturers: A qualitative guideline
- 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]
| Author: | Achim KampkerGND, Marco HusmannGND, Philipp JussenGND, Laura Schwerdt |
|---|---|
| DOI: | https://doi.org/10.1007/978-3-030-00713-3_14 |
| ISBN: | 978-3-030-00712-6 |
| ISBN: | 978-3-030-00713-3 |
| Parent Title (English): | Exploring Service Science. 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19–21, 2018, Proceedings. |
| Publisher: | Springer |
| Place of publication: | Cham [u. a.] |
| Editor: | Gerhard Satzger, Lia Patricio, Mohammed Zaki, Niklas Kühl, Peter Hottum |
| Document Type: | Conference Proceeding |
| Language: | English |
| Date of Publication (online): | 2018/08/24 |
| Date of first Publication: | 2018/08/20 |
| Release Date: | 2020/08/26 |
| Tag: | data-driven services; launch tactics; manufacturing; market launch; new service development; service marketing; smart services |
| First Page: | 177 |
| Last Page: | 189 |
| FIR-Number: | SV7247 |
| Name of the conference: | 9th International Conference on Exploring Service Science |
| place of the conference: | Karlsruhe |
| Date of the conference: | 19.08.2018-21.08.2018 |
| Institute / Department: | FIR e. V. an der RWTH Aachen |
| Dienstleistungsmanagement | |
| Dewey Decimal Classification: | 6 Technik, Medizin, angewandte Wissenschaften / 62 Ingenieurwissenschaften |
