Snakes and Ladders in Servitization: Using a Game to Capture Inhibitors and Enablers of Transformation

Research output: Contribution to journalArticle

Abstract

Servitization is the process by which manufacturers transition to building revenue streams through services rather than solely through the sale of products. The development of new services offerings entails business model change and organizational transformation; these transformation processes remain poorly understood. To contribute knowledge to bridge this gap, we developed a novel research method that adapts the classic board game Snakes and Ladders to a proposed transformation roadmap. Mapping transformation steps to the game board and assigning inhibitors to snakes and enablers to ladders enabled us to capture data related to the inhibitors and enablers associated with transformation over time. This approach, which embedded data generation in an entertaining game, provides a balance between data generation and engagement with participants and offers an opportunity for industrial stakeholders to share insights.
Original languageEnglish
Pages (from-to)37-47
JournalResearch Technology Management
Volume61
Issue number6
Early online date5 Nov 2018
DOIs
Publication statusE-pub ahead of print - 5 Nov 2018

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis Group in Research-Technology Management on 5 Nov 2018, available online at: http://www.tandfonline.com/10.1080/08956308.2018.1516930.

Funding: This work was supported by EPSRC Grants EP/K014064/1, EP/K014072/1, and EP/K014080/1, Transforming the Adoption of Product-Service Systems through Innovations in Applied Gaming Technology, a joint project of the Advanced Services Group, Aston Business School, and the Advanced Manufacturing Research Centre, University of Sheffield.

Keywords

  • Servitization
  • Service transformation
  • Gamification
  • advanced services

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