Understanding service modularity - antecedents, processes, and operationalization

The concept of service modularity has emerged as a promising solution to achieve a sound balance between growing customer requirements for individualization and a companya s necessity to standardize services for cost efficiency reasons. Although service modularity has been on the academic agenda for some time, not many examples of modularized service portfolios can be identified. Therefore, this dissertation aims to examine service modularity in the context of professional services by connecting the decisions made before, during, and after service modularization with a specific focus on the effect on the sales process. The enhanced understanding of the concept is expected to uncover new research gaps in service modularity, as well as promote its application in the context of professional services. Apart from its theoretical contribution, this dissertation will provide practitioners with an improved understanding with respect to what it means to offer a modular service portfolio, what needs to be done for the transformation, as well as what to expect from its completion