Pathways from Data to Value: Identifying Strategic Archetypes of Analytics-Based Services

Abstract

The digital transformation offers organizations new opportunities to expand their existing service portfolio in order to achieve competitive advantages. A popular way to create new customer value is the offer of analytics-based services (ABS)services that apply analytical methods to data to empower customers to make better decisions and to solve complex problems. However, research still lacks to provide a profound conceptualization of this novel service type. Similarly, actionable insights on how to purposefully establish ABS in the market to enrich the service portfolio remain scarce. Our cluster analysis of 105 ABS offered by start-ups identifies four generic ABS archetypes and unveils their specific service objectives and pronounced characteristics. The findings contribute to a more profound theorizing process on ABS by providing a detailed characterization of different ABS types and a systematization regarding strategic opportunities to enrich service portfolios in practice.

AI and robotics in the European restaurant sector: Assessing potentials for process innovation in a high-contact service industry

“…The analysis emphasized four dimensions to build first classifications. This follows prior work, which has demonstrated that the classification of service technologies can assist in building an initial knowledge base, specifically in immature service application fields (Allmendinger and Lombreglia 2005;Hunke et al 2020;Remane et al 2016). Therefore, systematizations may serve as a foundation for future conceptual frameworks in underdeveloped research areas (Remane et al 2016;Hambrick 1984;Nickerson et al 2013).…”

Methodische Unterstützung für die Gestaltung analysebasierter Dienstleistungen

“…Folglich weist der entsprechende Diskurs in Wissenschaft und Praxis einstimmig darauf hin, dass analysebasierte Dienstleistungen ein vielversprechender Ansatz für Unternehmen sind, um neue Wettbewerbsvorteile zu erlangen, indem sie eine tiefergehende Kundenbindung beziehungsweise die Erschließung völlig neuer Märkte ermöglichen. Die systematische Erschließung der Potenziale für analysebasierte Dienstleistungen hat daher einen Schwerpunkt in der Forschung erhalten und wird intensiv von Unternehmen vorangetrieben (Ostrom et al 2015;Hunke et al 2020).…”

Investigating Modular Reuse as an Underlying Mechanism of Conceptualization during Service Design – the Case of Key Activity Orchestration

“…Thus, the successful conceptualization of a service can be decoupled from individual experts through modular reuse and leads to service design teams jointly exploring and testing new solutions. Nonaka and Krogh [29] describe this process as knowledge transformation from implicit to explicit knowledge in organizations -an effect, that seems promising for the design of digital and cybernized services, which often build on specific data sources or analytical applications [21,40].…”

“…As the digital transformation continues, new ways of capturing and transmitting large amounts of data are being established and advances in information systems technology provide the means to analyze them [20]. Service systems are thus evolving into digital and cybernized environments providing the potential to create new service offerings [21,40]. This liquefaction of data throughout the service system is accompanied by a steadily increasing access to analytical capabilities [22,27].…”