Bøger i Markt- und Unternehmensentwicklung Markets and Organisations serien

This book answers the question of how to manage service robots in brick-and-mortar dominated retail service systems to allow for key stakeholders' adoption and to foster value co-creation. It starts by demonstrating the scientific relevance of the topic as well as deriving a set of promising research questions. After introducing service-dominant logic as a theoretical research lens and elucidating service systems along with their underlying concept of value co-creation as relevant key concepts, five studies are presented. The author's findings show that understanding and differentiating between consensus, shared and idiosyncratic drivers of and barriers to the adoption of service robots in retail service systems by all key stakeholders, i.e. customers, frontstage employees, and retail managers, is crucial to be able to fully cope with the complexity inherent in the adoption of service robots in service organizations. Moreover, the designed and evaluated artifact fosters a paradigm shift from a one-time technology introduction to a continuous technology management approach including iterations of experimenting, piloting, and implementing.

Reflecting on the overall results, five general design principles are proposed that support the development of new artifacts fostering truly productive services in a networked world.

Stefan Michael Genennig explores digitization-enabled innovation with a service systems perspective. Based on this grounding, he develops a method for the integration of digital technologies for service innovation and designs a tool for the development of digitization-enabled value propositions.

Leontin Karl Grafmuller explores how companies can better manage co-creation in the B2B high-tech domain. The co-creation of high-tech products poses several challenges related to high product complexity such as the time intensity or incorrect specifications.