This chapter aims to examine and discuss the impact of ‘servitization’ and ‘service infusion’ in manufacturing companies by contextual analysis of previous studies in the development of different service logics and a case study of the wind turbine industry (use of service agreements). The aim is to answer the following questions: What is changed by the increased service infusion of a manufacturing company and in the relationship between providers and customers? Why are service offerings and service components increasingly becoming an essential part of the business model and innovation process of sophisticated products creating a solutions market with different corporate strategies? How do manufacturing companies decide to organize (‘internally’ or ‘externally’) their solution offerings depending on the impact of several factors? The factors being examined are: differences in market situation, the complexity of goods and services in the wind turbine industry, use of ‘big data’ and analytics, the institutional ‘set up’ (institutions and institutional arrangement) in the company’s service eco-systems and their customer relations.
Jørn Kjølseth Møller and Flemming Sørensen
This chapter discusses the potential of interpretivist approaches for social network analysis (SNA) to analyse service innovation processes. The benefits of interpretivist SNA approaches are discussed and it is argued that in service innovation studies they contribute an important complementary approach to more typical positivist, mathematical and computational approaches. The chapter illustrates how interpretivist-oriented SNA can identify, emphasize and explain the dynamic development of innovation networks and how this development is related to service innovation. It can identify and highlight the complex combinations of factors, including a variety of contextual factors that are important for the character and development of social networks as well as related service innovation processes.