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Digitalization Capabilities as Enablers of Value Co‐Creation in Servitizing Firms
Author(s) -
Lenka Sambit,
Parida Vinit,
Wincent Joakim
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20975
Subject(s) - co creation , business , value (mathematics) , value creation , knowledge management , context (archaeology) , dynamic capabilities , process management , business value , value capture , marketing , computer science , industrial organization , economics , paleontology , machine learning , human capital , biology , economic growth
As manufacturing companies pursue a servitization strategy, they are increasingly relying on developing digitalization capabilities to interact and co‐create value with their customers. However, many lack an understanding of what constitutes digitalization capabilities and how they can create value with customers. To address these questions, the study builds on qualitative data from four industrial manufacturing firms to conceptualize three underlying subcomponents of digitalization capabilities, namely, intelligence capability, connect capability, and analytic capability. The study identifies and explains how digitalization capabilities enable value co‐creation with customers through perceptive and responsive mechanisms. This study contributes to the servitization literature by showcasing how digitalization capabilities are enabling value co‐creation in a business‐to‐business context.