Transforming towards a service-dominant logic: An empirical investigation from a microfoundation perspective

Abstract

The thinking of value co-creation is pervasive in business practices and academic research (Gr?nroos and Voima 2013 Prahalad and Ramaswamy 2004 Ramaswamy and Ozcan 2018) In particular the service-dominant (S-D) logic which emphasizes the institutionally arranged resource integration between various types of human and non-human actors (Lusch and Vargo 2014c Vargo and Lusch 2016) has exerted its substantial influences In spite of agreeing that it is the application of knowledge and skills in resource integration which underpins each production and exchange of goods and which facilitates the beneficiaries’ creation of their own value in their unique contexts (Edvardsson et al 2011) little is understood with regard to how an enterprise transforms itself from the goods-dominant (G-D) logic to S-D logic operation of business; an exception is Sk?l?n and Edvardsson (2016) To address this deficiency in knowledge this research employed a microfoundation lens of actor engagement (Brodie et al 2011 Storbacka et al 2016) to empirically investigate such a transformation process through a single case study My attempt not only permits me to study the actual transformative process driven by the enterprise’s practices (namely the engagement with other actor) but also responds to the recent calls for integrating mid-range theory to further the S-D research (Vargo and Lusch 2017) and for taking a micro perspective to enrich the understanding value co-creation (Kohtam?ki and Rajala 2016 Storbacka et al 2016) The case under investigation was the developmental process of Homekoo company from its establishment in 1994 in Guangzhou China to the present date Initially positioned as a seller of design software with particular attention on its product functionality (based on G-D logic) aiming to attract furniture manufacturers Homekoo gradually turned itself into a total solution provider that facilitated its customers to create their desired interior designs with tailored furniture (based on S-D logic) Homekoo’s move towards the S-D logic was contributed by its shifting focus to the customers’ circumstances and by its making use of the knowledge and capability embedded in its software product to create and develop engagement interfaces between various actors including employees (e g designers and installation personnel) customers and technology actors (e g software database automated production lines and company website) The case findings allow us to develop theoretical implications and offer practical suggestions

Date of Award	2018 Aug 6
Original language	English
Supervisor	Hsin-Hui Chou (Supervisor)