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Customer experience (CE) has been of research interest especially with researchers in a Business-to-Consumer (B2C) context. Extensive research has identified the potential of similar studies in Business-to Business (B2B) contexts, yet we have little understanding of what influences a customer's experience in a B2B environment.

This chapter aims to capture the adequacy of efforts to capture the intricacies of CE in a B2B context using input–output measures both in the traditional and modern-day environment. The chapter would provide marketing managers with a clear understanding of how CE is affected in the B2B context. Essentially, it describes the importance of creating a positive CE through the direct interaction of various stakeholders with the company and its brand. This chapter advances the current state of knowledge by analysing the impact of CE on all dimensions of customer journey, creating a differential advantage over time.

The purpose of the paper is to outline a business model for product system solutions that is based on functional modularity.

The paper employs an illustrative case study design. The cases constitute two action research projects in two organisations delivering complex product systems.

The paper illustrates the viability of a movement towards a solution business model based on the use of modular networks and integrated sub-supplies for complex product systems. It develops the idea of suppliers assuming responsibility for larger functional wholes in the delivery of large capital goods.

Future research should strive to further validate and falsify the proposed model, and for other product systems too, with a particular focus on their operational phases.

The paper outlines a business model based on modularity for both main suppliers and sub-suppliers that wish to extend their scope of delivery and to share responsibility with their networks.

The proposed model is in considerable contrast to conventional models in which the main supplier typically assumes most of the responsibility itself.

The authors seek to understand the process of digital servitization as a shift of manufacturing companies from the provision of standard products and services to smart solutions. Specifically, the authors focus on changes in the business model (i.e. the value proposition, the value delivery system and the value capture mechanism) for digital servitization.

The authors examine a Chinese air conditioner manufacturer, Gree, who became the global leader with their smart solutions. These solutions included performance-based contracts underpinned by artificial intelligence (AI)-powered air conditioners that automatically adjust to environmental changes and are capable of remote monitoring and servicing thanks to its Internet of things (IoT) technology.

To successfully offer smart solution value propositions, a manufacturer needs an ecosystem value delivery system composed of suppliers, distributors, partners and customers. Once the ecosystem relationships are well aligned, the manufacturer gains value with multiple value capture mechanisms (i.e. efficiency, accountability, shared customer value and novelty). To arrive at this point, a manufacturer has to pass through different stages that are characterized by both discontinuous and continuous interplay between business models and digital technologies. At the beginning of each stage, new value propositions and value delivery systems are first discontinuously created and then enabled with digital technology. As a result, new value capture mechanisms are activated. Meanwhile, the elements of the existing business model are continuously improved.

By combining process-perspective and business-model lenses, the authors offer nuanced insights into how digital servitization unfolds.

Executives can obtain insights into the business model elements, they need to change over the course of digital servitization and how to manage the process.

A longitudinal case study of a traditional manufacturer that has achieved stellar success through digital servitization business models development.

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

This research bridges disparate research on servitization, namely product–service systems (PSS) and integrated solutions (IS), to provide valuable insights for the progression of the field. It acts as a reconciliation of these research streams and offers a reconceptualised agenda incorporating recent research on platforms, ecosystems, modularity, risk and governance as key conceptual themes to synthesise and build theory.

This is a conceptual, theory development article focused on advancing thinking on servitization by identifying systematic and theoretically informed research themes. It also proposes future research opportunities to advance theoretical contributions and practical implications for servitization research.

By reviewing and synthesising extant PSS and IS research, this article identified five core themes – namely modularity, platforms, ecosystems, risks and governance. The importance of these five themes and their linkages to PSS and IS are examined and a theoretical framework with a future research agenda to advance servitization is proposed.

This paper considers the similarities and differences between PSS and IS in order to develop a theory and to reconcile formerly disparate research efforts by establishing linkages between core themes and identifying valuable synergies for scholars. The importance of the core themes and current gaps within and across these themes are shown, and a mid-range theory for servitization is positioned to bridge the servitization-related PSS and IS communities.

The objective of this paper is to propose a solution framework for better project delivery control.

Three emerging technologies that may offer practical solutions are reviewed. These are: automatic product identification, merge‐in‐transit (MIT), and agent based control systems.

Combining project site level and shipment specific control makes it possible to implement MIT in the project delivery chain. This basic functionality of merging deliveries is needed to react to project delays, and improve rescheduling project resources.

Systems design and trials are needed for further development of the proposed solution framework.

Organizations responsible for coordinating project deliveries need to think about the incentives and costs for logistics service providers, and other business partners to participate in MIT solutions.

The proposed framework is based on an open identification scheme. This makes it possible for new project delivery partners and service providers to locate and start using the controlling software applications without prior notification and arrangement.

The purpose of this paper is to present a visualization method developed as a result of an observed need to capture the organizational arrangements of a complex engineering service enterprise. The focal case study is between a public sector client and private sector provider where multiple organizations contribute resource to create value. This visualization can assist client and provider stakeholders to take a holistic perspective of the purpose and management of their enterprise, highlighting the complexity of value co‐creation in service enterprises and the interdependencies between organizational units.

Development of the Enterprise Image has drawn on research within the service, organizational and individual cognition literatures. Data were obtained from an in‐depth Defence sector case study representing diverse interactions within client and provider communities. The case focused on a fast‐jet aircraft availability contract, where the public sector client outsourced through‐life support activities to a set of private sector providers. Preliminary testing of the validity and utility of the image was conducted by presentations to single and mixed communities of clients and providers involved in value co‐creation.

The paper proposes a method of pictorially representing a complex alliance, called an “Enterprise Image”. The work provides empirically based insight into the management processes of a complex, multi‐organizational service enterprise, where little or no enterprise level management had been in evidence. The Enterprise Image appeared to have the effect of raising questions and conversations about how the overall enterprise might be managed and how ongoing service improvement might be achieved.

In this research the Enterprise Image was drawn by researchers – ongoing research aims to design a method that helps clients and providers co‐create their own Enterprise Image. From current findings the implication of this research will be to encourage enterprise management of ongoing improvement in multi‐organisational service enterprises.

Models and representations for understanding the delivery of value are mostly provider and product focused, despite the recognition in a servitised environment of the complex interactions with client organizations. This paper presents a methodology for visually representing value co‐creation in complex service enterprises where the service includes significant client resource involvement.

Demand for goods/services has increased in Latin America due to urbanization, leading to a complex delivery system and increased logistical activities. In Quito, the Historic Center and La Mariscal are two zones that face logistical challenges. The objective of this chapter is to analyze the commercial logistic activities related to loading and unloading goods in these zones. To address this urban freight problem, this chapter proposes a solution through the calculation of the optimal number and location of loading and unloading bays in each zone based on actual commercial activity data. First, a delivery survey was completed in each zone regarding frequency and amount of deliveries. Then, based on the data obtained, an optimization model is proposed to determine the optimal number and location of loading and unloading bays. Finally, a simulation model of the delivery process is performed to readjust the bay’s optimal number. A total number of 75 and 98 bays were calculated to serve the total shopping district of a representative square kilometer (km²) of the Historic Center and La Mariscal. This solution aims to minimize the delivery time and the distance for deliveries, improve urban freight transportation, and reduce traffic. This study could be used as a baseline and guide for further research in urban logistics, especially in Latin America, where urban logistics is still under study. This chapter is part of a Research Project of Urban Logistics in Quito, led by Universidad San Francisco de Quito (USFQ), in association with the Megacity Logistics Lab of MIT.