Rethinking service blueprint for digital coopetition: A new framework for networked collaboration

Agostinho da Silva, Antonio J. Marques Cardoso

Article ID: 7072
Vol 8, Issue 9, 2024

VIEWS - 147 (Abstract) 75 (PDF)

Abstract


This study adapts traditional service blueprint methodologies for technology-driven coopetition networks, where companies simultaneously collaborate and compete. Integrating insights from service science, we developed an enhanced service blueprint framework with three key components: the cyber frontstage Lane for digital interactions, the physical backstage Lane for physical operations, and the support stage lane for supporting processes. Empirical validation in the Portuguese stone sector demonstrated the framework’s effectiveness in identifying network dysfunctions and its ease of use for industry professionals. Feedback highlights its relevance in capturing the complexities of modern digital coopetition and managing interactions and resources. This research underscores the necessity of updating service blueprint methods to optimize service delivery and value co-creation in digitally evolving sectors.


Keywords


service blueprint; coopetition networks; digital transformation; service science; value co-creation

Full Text:

PDF


References


Akaka, M., Schau, H., & Vargo, S. (2023). How Practice Diffusion Drives IoT Technology Adoption and Institutionalization of Solutions in Service Ecosystems. In: Proceedings of the Annual Hawaii International Conference on System Sciences. ScholarSpace. pp. 1427–1435. https://doi.org/10.24251/HICSS.2023.178

Bacon, E., Williams, M. D., & Davies, G. (2020). Coopetition in innovation ecosystems: A comparative analysis of knowledge transfer configurations. Journal of Business Research, 115, 307–316. https://doi.org/10.1016/j.jbusres.2019.11.005

Bagheri, S., Kusters, R. J., & Trienekens, J. J. M. (2019). Customer knowledge transfer challenges in a co-creation value network: Toward a reference model. International Journal of Information Management, 47, 198–214. https://doi.org/10.1016/j.ijinfomgt.2018.12.019

Barile, S., Lusch, R., Reynoso, J., et al. (2016). Systems, Networks, and Ecosystems in Service Research. Journal of Service Management, 34(1), 1–5. https://doi.org/10.1108/JOSM-09-2015-0268

Bicen, P., Hunt, S., & Madhavaram, S. (2021). Coopetitive innovation alliance performance: Alliance competence, alliance’s market orientation, and relational governance. Journal of Business Research, 123, 23–31. https://doi.org/10.1016/j.jbusres.2020.09.040

Bouncken, R., Kumar, A., Connell, J., et al. (2024). Coopetition for corporate responsibility and sustainability: does it influence firm performance? International Journal of Entrepreneurial Behavior & Research, 30(1), 128–154. https://doi.org/10.1108/IJEBR-05-2023-0556

Breidbach, C., & Maglio, P. (2016). Technology-enabled value co-creation: An empirical analysis of actors, resources, and practices. Industrial Marketing Management, 56, 73–85. https://doi.org/10.1016/j.indmarman.2016.03.011

Breznik, L., & Lahovnik, M. (2014). Renewing the resource base in line with the dynamic capabilities view: a key to sustained competitive advantage in the IT industry. Journal of East European Management Studies, 19(4), 453–485. https://doi.org/10.1688/JEEMS-2014-04

Chandler, J. D., Danatzis, I., Wernicke, C., et al. (2019). How Does Innovation Emerge in a Service Ecosystem? Journal of Service Research, 22(1), 75–89. https://doi.org/10.1177/1094670518797479

Corbo, L., Kraus, S., Vlačić, B., et al. (2023). Coopetition and innovation: A review and research agenda. Technovation, 122, 102624. https://doi.org/10.1016/j.technovation.2022.102624

Da Silva, A., & Cardoso, A. J. M. (2024). Coopetition with the Industrial IoT: A Service-Dominant Logic Approach. Applied System Innovation, 7(3), 47. https://doi.org/10.3390/asi7030047

Demirkan, H., & Spohrer, J. (2015). T-Shaped Innovators: Identifying the Right Talent to Support Service Innovation. Research-Technology Management, 1(6), 12–15. https://doi.org/10.5437/08956308X5805007

Di Bella, L., Katsinis, A., Lagüera-González, J., et al. (2023). Annual Report on European SMEs 2022/2023. Office of the European Union, Luxembourg.

Estrada, I., & Dong, J. (2020). Learning from experience? Technological investments and the impact of coopetition experience on firm profitability. Long Range Planning, 53(1), 101866. https://doi.org/10.1016/j.lrp.2019.01.003

European Commission, & Directorate General for Communication. (2020). A European industrial strategy: unleashing the full potential of European SMEs. Publications Office. https://doi.org/10.2775/296379

Geissbauer, R., Lübben, E., Schrauf, S., et al. (2018). Global Digital Operations Study 2018—Digital Champions. Available online: http://www.pwc.com/m1/en/about-us.html (accessed on 2 May 2014).

Gnyawali, D. R., & Ryan Charleton, T. (2018). Nuances in the Interplay of Competition and Cooperation: Towards a Theory of Coopetition. Journal of Management, 44(7), 2511–2534. https://doi.org/10.1177/0149206318788945

Hartmann, N. N., Wieland, H., & Vargo, S. L. (2018). Converging on a New Theoretical Foundation for Selling. Journal of Marketing, 82(2), 1–18. https://doi.org/10.1509/jm.16.0268

Hüttinger, L., Schiele, H., & Veldman, J. (2012). The drivers of customer attractiveness , supplier satisfaction and preferred customer status: A literature review. Industrial Marketing Management, 41(8), 1194–1205. https://doi.org/10.1016/j.indmarman.2012.10.004

Jaakkola, E., Kaartemo, V., Siltaloppi, J., et al. (2024). Advancing service-dominant logic with systems thinking. Journal of Business Research, 177, 114592. https://doi.org/10.1016/j.jbusres.2024.114592

Kingman-Brundage, J. (1989). The ABC’s of service system Blueprinting: Designing a winning service strategy. In: Proceedings of the 7th Annual Services Marketing Conference; Chicago.

Kleinaltenkamp, M., Kleinaltenkamp, M. J., & Karpen, I. O. (2023). Resource entanglement and indeterminacy: Advancing the service-dominant logic through the philosophy of Karen Barad. Marketing Theory. https://doi.org/10.1177/14705931231207327

Lusch, R., & Nambisan, S. (2015). Service Innovation: A Service-Dominant Logic Perspective. MIS Quarterly, 39(1), 155–175. https://doi.org/10.25300/MISQ/2015/39.1.07

Maglio, P. P., & Spohrer, J. (2013). A service science perspective on business model innovation. Industrial Marketing Management, 42(5), 665–670. https://doi.org/10.1016/j.indmarman.2013.05.007

Maglio, P. P., Vargo, S. L., Caswell, N., et al. (2009). The service system is the basic abstraction of service science. Information Systems and E-Business Management, 7(4), 395–406. https://doi.org/10.1007/s10257-008-0105-1

Matthies, B. D., D’Amato, D., Berghäll, S., et al. (2016). An ecosystem service-dominant logic?—Integrating the ecosystem service approach and the service-dominant logic. Journal of Cleaner Production, 124, 51–64. https://doi.org/10.1016/j.jclepro.2016.02.109

Medberg, G., & Grönroos, C. (2020). Value-in-use and service quality: do customers see a difference? Journal of Service Theory and Practice, 30(4/5), 507–529. https://doi.org/10.1108/JSTP-09-2019-0207

Michel, S., Vargo, S. L., & Lusch, R. F. (2008). Reconfiguration of the conceptual landscape: A tribute to the service logic of Richard Normann. Journal of the Academy of Marketing Science, 36(1), 152–155. https://doi.org/10.1007/s11747-007-0067-8

Mosch, P., Majocco, P., & Obermaier, R. (2023). Contrasting value creation strategies of industrial-IoT-platforms—a multiple case study. International Journal of Production Economics, 263, 108937. https://doi.org/https://doi.org/10.1016/j.ijpe.2023.108937

Pöppel, J., Finsterwalder, J., & Laycock, R. A. (2018). Developing a film-based service experience blueprinting technique. Journal of Business Research, 85, 459–466. https://doi.org/10.1016/j.jbusres.2017.10.024

Razavi, A. R., Krause, P. J., & Strommen-Bakhtiar, A. (2010). From business ecosystems towards digital business ecosystems. In: Proceedings of the 4th IEEE International Conference on Digital Ecosystems and Technologies. pp. 290–295. https://doi.org/10.1109/DEST.2010.5610633

Razy, A., Mirnoori, S., Silva, J., et al. (2019). Sustainable Customer Relationship Management for BIM Procurement in the Ornamental Stones Cluster under Industry 4.0. Available online: https://www.econbiz.de/events/event/26th-international-euroma-conference-2019-operations-adding-value-to-society-european-operations-management-association-euroma/10011997846 (accessed on 2 March 2014).

Reeves, M., Lotan, H., Legrand, J., & Jacobides, M. G. (2019). How Business Ecosystems Rise (and Often Fall). MIT Sloan Management Review.

Rouyre, A., Fernandez, A. S., & Bruyaka, O. (2024). Big problems require large collective actions: Managing multilateral coopetition in strategic innovation networks. Technovation, 132, 102968. https://doi.org/https://doi.org/10.1016/j.technovation.2024.102968

Ryu, D. H., Lim, C., & Kim, K. J. (2020). Development of a service blueprint for the online-to-offline integration in service. Journal of Retailing and Consumer Services, 54, 101944. https://doi.org/10.1016/j.jretconser.2019.101944

Shostack, G. L. (1982). How to Design a Service. European Journal of Marketing, 16(1), 49–63. https://doi.org/10.1108/EUM0000000004799

Siltaloppi, J., & Vargo, S. L. (2017). Triads: A review and analytical framework. Marketing Theory, 17(4), 395–414. https://doi.org/10.1177/1470593117705694

Silva, A., & Gil, M. (2020). Industrial processes optimization in digital marketplace context: A case study in ornamental stone sector. Results in Engineering, 7, 100152. https://doi.org/10.1016/j.rineng.2020.100152

Silva, A., & Marques, C. A. (2023). BIM-based Supply Chain in AEC—Threats on the Portuguese Stone sector. Available online: https://repositorio.lneg.pt/bitstream/10400.9/4150/1/GSC2023_PTNatural Stones-Commercial Names harmonization.pdf (accessed on 19 March 2014).

Silva, A., Dionísio, A., & Coelho, L. (2020). Improving Industry 4.0 through service science. International Journal of Services Sciences, 7(2), 58. https://doi.org/10.1504/IJSSCI.2020.113189

Silva, A., Gil, M. M., & Duarte, E. (2020). Service Innovation—A Service Blueprinting for Industry 4.0. International Journal of Sciences: Basic and Applied Research (IJSBAR), 52(2).

Spohrer, J., & Pakkala, D. (2019). Digital Service: Technological Agency in Service Systems. Available online: https://hdl.handle.net/10125/59628 (accessed on 24 March 2014).

The Economist Intelligence Unit. (2021). Poor collaboration holds back European businesses digital ambitions. Available online: https://appian.com/resources/resource-center/google-success/economist-survey-european-businesses-digital-ambitions-success.html (accessed on 26 March 2014).

Tsujimoto, M., Kajikawa, Y., Tomita, J., et al. (2018). A review of the ecosystem concept—Towards coherent ecosystem design. Technological Forecasting and Social Change, 136, 49–58. https://doi.org/10.1016/j.techfore.2017.06.032

Vargo, S. L., & Lusch, R. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46–67. https://doi.org/10.1016/j.ijresmar.2016.11.001

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S. L., Fehrer, J. A., Wieland, H., et al. (2024). The nature and fundamental elements of digital service innovation. Journal of Service Management, 35(2), 227–252. https://doi.org/10.1108/JOSM-02-2023-0052

Vargo, S. L., Wieland, H., & O’Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164, 113965. https://doi.org/10.1016/j.jbusres.2023.113965

Vargo, S., & Akaka, M. (2012). Value Cocreation and Service Systems (Re)Formation: A Service Ecosystems View. Service Science, 4(3), 207–217. https://doi.org/10.1287/serv.1120.0019

Xie, Q., Gao, Y., Xia, N., et al. (2023). Coopetition and organizational performance outcomes: A meta-analysis of the main and moderator effects. Journal of Business Research, 154, 113363. https://doi.org/10.1016/j.jbusres.2022.113363




DOI: https://doi.org/10.24294/jipd.v8i9.7072

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Agostinho da Silva, Antonio J. Marques Cardoso

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.