Publication type: Conference paper
Type of review: Peer review (publication)
Title: Value propositions enabled by digital twins in the context of servitization
Authors: West, Shaun
Meierhofer, Jürg
Stoll, Oliver
Schweiger, Lukas
et. al: No
Proceedings: Proceedings of the Spring Servitization Conference : Advanced Services for Sustainability and Growth
Editors of the parent work: Bigdeli, Ali
Baines, Tim
Pages: 152
Pages to: 160
Conference details: Spring Servitization Conference "Advanced Services for Sustainability and Growth", Online, 14-16 September 2020
Issue Date: Sep-2020
Publisher / Ed. Institution: Aston University
Publisher / Ed. Institution: Birmingham
ISBN: 978-1-85449-429-0
Language: English
Subjects: Smart service; Digital twin; Customer value proposition; Servitization
Subject (DDC): 658.5: Production management
Abstract: Purpose: The motivation of this paper is to investigate how digital twins can enable the design of new value propositions in digitally enabled servitization. This is important, as the application of this technology is an opportunity to deliver new value propositions for customers, and for the supplier to gain deeper understanding of the actual performance of the equipment (Kowalkowski and Ulaga, 2017). This builds upon the assessment of service value co-creation supported by digital twin technologies (Meierhofer & West, 2019). Design/Methodology/Approach: Ten cases have been assessed in this paper using different dimensions, and a cross-case analysis to consider value co-creation, value measures, support to the value proposition, and the servitization context. All of the cases are from an Innosuisse-supported project in Switzerland and were selected for their diversity. Findings: Classifying the digital twins by service proved useful to understand each one and its position within the business system. Knowing which business functions the twin supports helps to identify and confirm value co-creation opportunities as well as the possible areas impacted. It also provides different servitization perspectives that can support new and disruptive models, which is helpful for firms looking for new services to support their customers. The lifecycle perspective confirms the links between different phases and can provide new insight for the development of digital twins. The cross case analysis confirmed that a digital twin could support the development of new value positions within the context of servitization, as well as allow others (e.g., installers or asset owners) to develop and sell their own value solutions.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Engineering
Organisational Unit: Institute of Data Analysis and Process Design (IDP)
Published as part of the ZHAW project: Digital-Twin-basierte Dienstleistungen zur Unterstützung der Entscheidungsfindung entlang des Produktlebenszyklus von Investitionsgütern
Appears in collections:Publikationen School of Engineering

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