Paper info: Developing technology-based self-service (TBSS) abilities in a conservative B2B network: Dealing with institutional logics
Title
Developing technology-based self-service (TBSS) abilities in a conservative B2B network: Dealing with institutional logics
Authors
Peter Ekman
Mälardalen University
Sweden
Place of Publication
The paper was published at the 32nd IMP-conference in Poznan, Poland in 2016.
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Abstract
Although markets are flooded with digital services to help consumers, B2B marketers have to a lesser degree developed technology-based services that support their customers. B2B firms that engage in new technology-based self-service (TBSS) do not only have to develop and exploit resources within their firm: they must also secure resources through relationships with partner firms such as IT vendors, software developers, and so forth. In doing this, they will confront both their own and other industrial networks’ different institutional logics. This study utilizes IMP and service-dominant logic (SDL) thinking as a mean to assess the challenges firms face when they aim to redefine their offering to include TBSS. Through an explorative and grounded case study research design focusing a sustainable TBSS, we develop an emerging conceptual framework that presentations the abilities required for developing and managing TBSSs. Besides developing this framework that comes with managerial implications, the paper access the usefulness of bridging IMP and SDL thinking by acknowledging the institutional logics that are at play in different networks.