Exploring the Digital Transformation Based on Big Data with Ubiquitous Internet of Everything

Digital technologies present both game-changing opportunities for and existential threats to companies. Digital services in consumer-facing organizations offer novelty value propositions, closer consumer relationships and higher automation of consumer-facing processes. Facing big digital data streams generated by ubiquitous Internet of Everything(IoE) and savvy customers with mobile computing and social media, this paper focuses on digital transformation journeys seeking digital capabilities and digital leadership to upgrade organizational performance, one is discovering big data value, the other is dual methods with agile. The finding provides practical implications that can help guide practitioners in digital transformation

Exploring the Willingness-to-Share Data of Digitized Products in B2B Manufacturing Industries

In the digital age, physical products of all kind become infiltrated by technology. Especially for the sophisticated manufacturing industries manifold opportunities, yet in the same way defiances originate. While academia and practice on the one hand show that the value of digitized products for an ecosystem participant increases with the access to data from the surrounding ecosystem, on the other hand research to understand and manage this willingness-to-share data is limited. Accordingly, the Research-in-Progress Paper at hand explores the willingness-to-share data of digitized products in B2B manufacturing industries. In particular, an exploratory case study research design in the Swiss B2B manufacturing industries is carved out. Considering the inherent limitations of this qualitative research approach, preliminary findings show that highly different aspects influence the willingness-to-share data of digitized products in these environments

Digital product-service system : a study on the intersection between digitalization and servitization

The topics of digitization and servitization have been researched in several areas. In this dissertation the focus is on how the interface between the two fields of allows new value propositions. In this sense, the services offered can be impacted by the digitization both in its development and in its final result. Therefore, the first objective of this dissertation is to understand the perceived barriers in each of the two moments. The results show that the most significant barriers are found in the use of digitization for the innovation of the final offer of servitization. Thus, the second objective addressed by this study is to understand how digitization and servitization convergence, named DPSS, deliver value offers and the necessary capabilities for their delivery. The results of the literature review show that the DPSS offers are organized into three levels (basic, intermediary, and advanced), according to the business model offered, risk, service delivered and data usage. It was identified that as the level of DPSS increases, so do the capabilities required for its supply. Finally, based on the identified levels, we sought to understand the drivers and barriers for each level of DPSS. The results demonstrate that the barrier that most hinders the adoption of DPSS is the perception of value by the customer at the lower levels due to the focus of the offer on operational issues. Whereas at more advanced levels the drivers are characterized by the perceived value by the consumer, as this level is characterized by the focus on delivering a customized solution.Os temas digitalização e servitização têm sido pesquisados em diversas áreas. Este trabalho foca-se em analisar como a interface entre os dois campos de pesquisa possibilita novas ofertas de valor. Neste sentido, as ofertas servitizadas podem ser impactadas pela digitalização tanto no seu desenvolvimento quanto no seu resultado final. Portanto o primeiro objetivo desta dissertação é compreender quais as barreiras percebidas para cada um dos dois momentos. Os resultados demonstram que as barreiras mais significativas se encontram no uso da digitalização para a inovação da oferta final da servitização. Assim, o segundo objetivo abordado por este estudo é o de compreender como a digitalização e a servitização compõem ofertas de valor por meio de ofertas combinadas, denominadas DPSS, e quais as capabilidades necessárias para sua entrega. Os resultados da revisão da literatura demonstram que as ofertas de DPSS se organizam em três níveis (básico, intermediário e avançado), que, por sua vez são compostas pelos fatores: modelo de negócios ofertado, risco, serviço entregue e uso dos dados. Identificou-se que conforme cresce o nível de DPSS, crescem também as capabilidades necessárias para a sua oferta. Finalmente, com base nos níveis identificados, buscou-se compreender quais os impulsionadores e as barreiras para cada nível de DPSS. Os resultados demonstram que a barreira mais dificulta a oferta de DPSS é a percepção de valor pelo cliente nos níveis mais baixos, devido ao foco da oferta em questões operacionais. Ao passo que, em níveis mais avançados, os impulsionadores se caracterizam justamente pela oferta de valor percebida pelo consumidor, uma vez que o nível avançado se caracteriza pelo foco na entrega de uma solução customizada

Digital Innovation for Financial Services Organizations: A Preliminary Consideration of Lines of Action for Organizational Practices

As respond rapidly enough. Traditional, pre-digital organizations are structured around practices in silos that enforce rules and legacy processes which result in “speedbumps” to digital innovation by slowing work and customer reaction times. Companies who have become reliant on digital innovation to improve service, such as financial services organizations, and do not adjust their organizational practices to respond to process changes may cease to exist. When considering digital innovation, a key challenge is a low level and fragmented understanding of organizational practices, even though there is an increasing number of documented benefits of transforming organizational practices. There is, therefore, a need for research to better understand organizational practices when considering digital innovation. This study responds to this call through a meta‐aggregative approach to synthesize organizational practices associated with digital transformation when considering digital innovations. The meta-aggregative approach extracted recurring practices as lines of action guided by the Technology, Organization and Environment framework from which thirteen lines of action were identified. These lines of action provide recurring organizational practices affecting digital innovation in the financial services industry that affect digital innovation

Conceptualization, operationalization, and validation of the digital data stream Readiness Index

This article describes how in their search for value creation, companies are investing considerable resources in so-called "Big Data" initiatives. A peculiar aspect of these initiatives is the increasing availability of real-time streams of data. Successfully leveraging these streams to extract value is emerging as a critical competence for the modern firm. Despite the significant attention received, scholarly research on Digital Data Stream (DDS) remains insufficient. More importantly, there are no specialized definitions and measurement instruments that can move the field forward by initiating a cumulative research tradition. This article can provide clarification on key definitions, differentiating DDS from Big Data. Drawing on the organizational readiness concept, the DDS readiness index develops as a measure of organizational readiness to exploit real-time digital data. This article will conceptualize, define, operationalize and validate the index. By identifying the four dimensions of mindset, skillset, dataset and toolset as the elements of the DDS readiness index and discussing its managerial and research implications

Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research

[EN] The new business challenges in the B2B sector are determined by connected ecosystems, where data-driven decision making is crucial for successful strategies. At the same time, the use of digital marketing as a communication and sales channel has led to the need and use of Customer Relationship Management (CRM) systems to correctly manage company information. The understanding of B2B traditional Marketing strategies that use CRMs that work with Artificial Intelligence (AI) has been studied, however, research focused on the understanding and application of these technologies in B2B digital marketing is scarce. To cover this gap in the literature, this study develops a literature review on the main academic contributions in this area. To visualize the outcomes of the literature review, the results are then analyzed using a statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. The research results classify the types of CRMs and their typologies and explore the main techniques and uses of AI-based CRMs in B2B digital marketing. In addition, a discussion, directions and propositions for future research are presented.In gratitude to the Ministry of Science, Innovation and Universities and the European Regional Development Fund: RTI2018-096295-BC22.Saura, JR.; Ribeiro-Soriano, D.; Palacios Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management. 98:161-178. https://doi.org/10.1016/j.indmarman.2021.08.006S1611789

Towards a Model on Digital Transformation within the Higher Education Sector – A South African Perspective

Digital transformation is the application of technology to build new business models, processes, software and systems that result in more profitable revenue, greater competitive advantage and higher efficiency. The factors influencing digital transformation in the higher educational sector were examined in this study. Specifically, data was drawn from 400 respondents and the following variables: organizational IT application portfolio, organizational culture, organizational structure, leadership and ethics predict digital transformation in higher educational sector by using regression analysis. The researcher found that the organizational culture contribution was the highest by predicting 78.9% of digital transformation in the higher education sector

From Personal Data to Service Innovation – Guiding the Design of New Service Opportunities

Stimulated by an ongoing digital transformation, companies obtain a new source for digital service innovation: The use of personal data has the potential to build deeper customer relationships and to develop individualized services. However, methodological support for the systematic application of personal data in innovation processes is still scarce. This paper suggests a comprehensive approach for service design tools that enable collaborative design activities by participants with different data skills to identify new service opportunities. This approach includes the systematic development of customer understanding as well as a process to match customer needs to existing personal data resources. Following a design science research approach, we develop design principles for service design tools and build and evaluate a service opportunity canvas as a first instantiation

Exploring the digital servitization capabilities of the firm

Digital servitization is a transition process through which manufacturing firms move from offering products to offering integrated solutions between products, services, and digital technologies. Digital servitization consists of one of the main paradigm changes that manufacturing firms are facing in the current rise of the fourth industrial revolution (Industry 4.0). In this regard, many studies are exploring the capabilities that firms must develop to successfully carry out this transition. However, important research gaps remain, among which stand out: I) How firms can create value through their digital servitization capabilities; II) Which digitial servitization capabilities are required for the offering of smart services and; III) How firms can use their digital servitization capabilities to create value in the different trajectories of the digital servitization paradigm. To cover these gaps, this thesis is organized into three articles. Article I proposes a theoretical framework of four core digital servitization capabilities (Integration, Provision, Orchestration, and Manufacturing), conducts a multiple case study, and applies the fuzzy-set Qualitative Comparative Analysis (fsQCA) to identify configurations of these capabilities for value creation. Article II uses this same framework to identify how firms build digital servitization capabilities for the successful offering of smart services. This is done by applying a mixed-method approach, combining the emerging quantitative technique Necessary Conditions Analysis (NCA) with a qualitative multiple case study. Article III uses the framework to explore how firms following different digital servitization trajectories can configure their capabilities to create value. To do so, a cluster analysis is applied, followed by the fsQCA. Together, the results of the three articles demonstrate that integration and manufacturing capabilities, as well as their interaction, is the basis of value creation through digital servitization. Provision and orchestration capabilities are only secondary in this regard, but they have multiple interchangeable elements that confer different options for firms to configure them in order to create value.A servitização digital consiste em um processo de transição, através do qual firmas de setores industriais transitam da oferta de produtos para a oferta de soluções integradas entre produtos, serviços e tecnologias digitais. O fenômeno da servitização digital está altamente associado à atual quarta revolução industrial (Indústria 4.0), iniciada a partir do advento de tecnologias digitais diruptivas, como a Internet das Coisas, Computação em Nuvem, Análise de Big Data, Aprendizado de Máquina e Inteligência Artificial. Tais tecnologias têm imposto novas formas de produção e de criação de valor às firmas industriais, dentre as quais a servitização digital se destaca como uma das principais mudanças de paradigma enfrentadas. Por esta razão, muitos estudos tem explorado as capacidades (conjuntos de conhecimentos, recursos, rotinas e habilidades) que as firmas precisam desenvolver para transitarem com sucesso para servitização digital. Porém, importantes lacunas de pesquisa permanecem, dentre as quais se destacam: I) Como as capacidades de servitização digital criam valor para firma; II) Quais capacidades de servitização digital são necessárias para a oferta de serviços inteligentes e; III) Como as firmas usam suas capacidades de servitização digital para criarem valor nas diferentes trajetórias do paradigma da servitização digital. Com o objetivo de preencher estas lacunas, a presente tese propõe-se a responder à seguinte pergunta de pesquisa: Como as firmas utilizam suas capacidades de servitização digital para criarem valor? Para tanto, a tese foi estruturada em três artigos. O Artigo I – Explorando Configurações de Capacidades de Servitização Digital para Criação de Valor, propõe um modelo teórico de quatro capacidades centrais de servitização digital da firma (Integração, Provisão, Orquestração e Manufatura), conduz um estudo de múltiplos casos, e aplica a Análise Comparativa Qualitativa de Conjuntos Fuzzy (do inglês: Fuzzy-Set Qualitative Comparative Analysis, fsQCA) para identificar configurações dessas capacidades que criam valor. Os resultados mostram que as firmas podem criar valor através de duas configurações de capacidades: integração, provisão e manufatura (CI*CP*CM), ou integração, orquestração e manufatura (CI*CO*CM). O Artigo II – Construindo Capacidades de Servitização Digital para a Oferta de Serviços Inteligentes, utiliza o mesmo modelo de capacidades proposto no Artigo I, e aplica o método misto, combinando a técnica quantitativa emergente Análise de Condições Necessárias (do inglês: Necessary Conditions Analysis, NCA) com um estudo qualitativo de múltiplos 7 casos. Os resultados identificam que empresas de setores industriais seguem três etapas na construção de capacidades de servitização digital visando a oferta de serviços inteligentes: Implementação, Otimização e Customização. O Artigo III – Configurando as Capacidades de Servitização Digital da Firma para Criação de Valor em Diferentes Trajetórias, também utiliza o modelo de capacidades desenvolvido no Artigo I, conduz uma análise de cluster para identificar as trajetórias de servitização digital das firmas, e aplica o fsQCA para identificar as configurações de capacidades que resultam em criação de valor em cada trajetória. Os resultados demonstram que as firmas seguem quatro trajetórias de servitização digital (Tradicional, Digitalização, Servitização e Convergência), e que, em cada trajetória, diferentes configurações de capacidades são utilizadas para criação de valor. Juntos, os três artigos da tese demonstram que as capacidades de integração e de manufatura, bem como a interação entre elas, é a base da criação de valor através da servitização digital. As capacidades de provisão e de orquestração possuem apenas um papel secundário neste sentido, porém, a intercambialidade entre seus elementos confere diferentes opções para as firmas configurá-las a fim de criarem valor