Paper Info
Title
Market Launch Process of Data-Driven Services for Manufacturers: A Qualitative Guideline.
Abstract
Traditional manufacturing companies increasingly launch data-driven services (DDS) to enhance their digital service portfolio. Nonetheless, data-driven services fail more often than traditional industrial services or products within the first year on the market. In terms of market launch, their digital characteristics differ from traditional industrial services and thus need specific structures and actions, which companies currently lack. Therefore, a process guideline for a six-month market launch phase of DDS is developed. The guideline relies on analogies from product, service and software launches based on the latest literature from service marketing and successful practices from various industries. Finally, the guideline is evaluated within five industrial case studies. Thus, the guideline provides scientific research insights regarding the market launch process of DDS and adds to the research of service marketing. It provides practical guidance for manufacturing companies by serving as a reference process for the market launch and offering a collection of successful practices within this area.
Year
DOI
Venue
2018
10.1007/978-3-030-00713-3_14
Lecture Notes in Business Information Processing
Keywords
DocType
Volume
Data-driven services,Service marketing,Market launch,Launch tactics,Manufacturing,New service development
Conference
331
ISSN
Citations 
PageRank 
1865-1348
0
0.34
References 
Authors
0
4
Name
Order
Citations
PageRank
A. Kampker146.89
Marco Husmann200.68
Philipp Jussen302.03
Laura Schwerdt400.34