Lecture roadmapping product service combinations

Editor's Notes

• #46: What basis?—The selection of a generic strategic approach (e.g., cost leadership,differentiation or focus)Fig. 1. Technology management framework[12], showing technology management processes (identification,selection, acquisition, exploitation and protection), business processes (strategy, innovation and operations),highlighting the dialogue that is needed between the commercial and technological functions in the business tosupport effective technology management.
• #75: Technology directly enables the integrationof products and services, directly infused inthe process of integration.Dell customization- Even the individual product or service is nottechnology-embedded; the integration canbe realized by the technology
• #76: Technology directly enables the integrationof products and services, directly infused inthe process of integration.Dell customization- Even the individual product or service is nottechnology-embedded; the integration canbe realized by the technology
• #77: 1 The technology-based maintenance service includes informing of the product’s state, changing filter and disinfecting the internal and external parts, achieved by the information system to systematically manage the service.2
• #79: The main advantage of suggested structure arguably lies in the strategic planning of product–service integration, representing the technological role toward the effective integration. Especially, by emphasizing the role of technology, this structure is systematically organized to capture the full scaleof technology-originated product–service integration.Firstly,Fig. 5(a) refers to the case of ‘‘technology as a direct enabler’’. Since the technology directlyenables integration of products and services, the product layer and the service layer are placedadjacently, representing the close relations in integration opportunities. Here, the technology isapplied to the virtual and integrated features of product and services, fostering the integrativeprocess.Since the technology is applied to the integrative features of products and services, sometimes avirtual layer might be incorporated to represent the integrative opportunities of product–serviceIntegrationig. 5(b) represents the case of ‘‘technology as an indirect enabler’’ where technology is individuallyapplied to the products and service, making the technology-based intermediates between productsand services. Therefore, the technology layer is located at the middle of two different domains:product layer and service layer, acting as an interfacing point. Even it is not clearly mentioned that it isa case of technology-enabled product–service integration, the literature has taken the form ofintegrated roadmap with product layer and service layer (An et al., 2008; Abe et al., 2009).Abe et al.(2009)illustrates the business model for impaired walking support system, considering the businessas a kind of service concept. Reflecting the scenarios for impaired walking support system, productsand services are identified and visually planned as a form of ‘‘integrated strategic roadmap (ISRM)’’.Anet al. (2008)provides the case example of mobile communication service as a form of product–serviceintegration, as it involves a device and a large array of applications and services. Even the technology isnot directly mentioned, this structure also locates the products and services at the same level
• #80: Fig. 5(c) shows the case of technology acting as a ‘‘servitization mediator’’. Since the technology-embeddedproduct provides the chance of servitization,mainevolutionpathexistsfromtechnology toproduct, and finally to service. Therefore, the hierarchy of integrated roadmap follows thisevolutionary state of product–service integration: technology-product–service.Fig. 5(d)which is a case of ‘‘technology as a productizationmediator’’ provides the similar structurewith servitization mediator except the location of the product layer and service layer. Since this typeimplies the technology-originatedproductizationcase, the technology layer affects to the service layerfirst, and then, the service is evolved to the product. Relevant examples can be found in the previousliterature. Kameoka (2005)suggests a new type of strategic roadmap, adding a service layer on theproduct layer. InNakamura et al. (2006), a strategic roadmap for the businesses using the electronictags is suggested with the market/customer, business/services, infrastructure, technologies, andregulation layer. The infrastructure layer denotes the service infrastructure which involves not onlythe hardware and software infrastructures but also the knowledge and functions required forproviding services.
• #81: Fig. 5(e) is a case of ‘‘technology as a product facilitator’’. In this type, technology and service areapplied directly to the product, making the product as more diversified and collaborative form ofintegration. Thus, the service layer is located at the centre of the layers, enabling the product layer andthe technology layer be more effectively incorporated.Similarly, the composition ofFig. 5(f), a service facilitator, is the same asFig. 5(e), except the layercompositionof product and service. Even it is notmentioned as the exact term‘‘integration’’, there hasbeen relevant concepts with the product facilitator or the service facilitator, illustrated in severalroadmaps. Wells et al. (2004)suggested a roadmap for e-commerce to capture and share thetechnology intelligence for products and services, using the technology layer, the access device layer,and the mobile service layers as the core layers for e-commerce roadmap.