Creating a service platform – how to co-create value in a remote service context

Abstract

Purpose

The purpose of this paper is to further develop the construct of service platform and to clarify the definition of service platform in an industrial context. To do so, an understanding of the foundations for service platforms, based on a service perspective, is created.

Design/methodology/approach

The study has adopted a qualitative case study approach and builds on in-depth interviews with remote service teams in two multinational firms: one in the food processing and packaging industry and the other in the pulp and paper industry.

Findings

The foundations for successful service platforms consist of modularising resources, integrations and service processes to create value propositions. The value propositions could result in variations of a service or in variations of different services. When defining the concept service platform, the perspective of service needs to be made evident; therefore, the authors define service platform as: value proposition(s) consisting of a modular structure that invites to and facilitates value co-creation between resources, through integration opportunities in a continuous service process.

Research limitations/implications

The results are based on the perspective of two suppliers in similar industries; only remote services were studied. Firms from different types of industries and other types of services could add to the research on service modularity according to a service perspective. Moreover, information about customers and other actors’ involvement on the platform was gathered from the firms studied, no customers or other actors were interviewed.

Practical implications

This study shows the importance of a firm involving itself in the value creation of the customer, that is, focusing on value co-creation. This implies a close cooperation between the manufacturer and its customer – not only at a given point in time but also over a longer period of cooperation. Through the different types of modules building up the service platform, value co-creation can take place in various ways.

Originality/value

This study offers original empirical contributions on platforms from a service perspective. The study contributes to servitisation, service modularity and service (dominant) logic research by developing an understanding of the foundations for service platforms based on a service perspective. It also contributes to platform research more specifically by developing a definition of service platform in an industrial context.

Citation

Löfberg, N. and Åkesson, M. (2018), "Creating a service platform – how to co-create value in a remote service context", Journal of Business & Industrial Marketing, Vol. 33 No. 6, pp. 768-780. https://doi.org/10.1108/JBIM-10-2015-0202