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Creating customer value from data: foundations and archetypes of analytics-based services

Hunke, Fabian; Heinz, Daniel; Satzger, Gerhard

Abstract (englisch):
The digital transformation offers new opportunities for organizations to expand their existing service portfolio in order to achieve competitive advantages. A popular way to create new customer value is the offer of analytics-based services (ABS)—services that apply analytical methods to data to empower customers to make better decisions and to solve complex problems. However, research still lacks to provide a profound conceptualization of this novel service type. Similarly, actionable insights on how to purposefully establish ABS in the market to enrich the service portfolio remain scarce. We perform a cluster analysis of 105 ABS and triangulate it with a revelatory case study to identify four generic ABS archetypes and to unveil their specific service objectives and characteristics. We also isolate essential factors that shape decision-making regarding the choice of adequate archetypes and subsequent transitions between them. The detailed characterization of different ABS types contributes to a more profound theorizing process on ABS as well as provides a systematization for strategic opportunities to enrich service portfolios in practice.

Verlagsausgabe §
DOI: 10.5445/IR/1000139466
Veröffentlicht am 28.10.2021
Cover der Publikation
Zugehörige Institution(en) am KIT Karlsruhe Service Research Institute (KSRI)
Institut für Wirtschaftsinformatik und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2021
Sprache Englisch
Identifikator ISSN: 1019-6781, 1422-8890
KITopen-ID: 1000139466
Erschienen in Electronic markets
Verlag Springer
Vorab online veröffentlicht am 27.10.2021
Nachgewiesen in Web of Science
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