Purpose

Technology-enabled business-to-business (B2B) services contribute the largest share to GDP growth and are fundamental for an economy’s value creation. This article aims to identify key service- and digital technology-driven B2B innovation modes and proposes a research agenda for further exploration.

Design/methodology/approach

This conceptual paper adopts a techno-demarcation view on service innovation, encompassing three core dimensions: service offering (the service product, or the “what”), service process (the “how”) and service ecosystem (the “who/for whom”). It delineates the implications of three digital technologies – the internet-of-things (IoT), intelligent automation (IA) and digital platforms – for service innovation across these core dimensions in B2B markets.

Findings

Digital technology has immense potential ramifications for value creation by reshaping all three core dimensions of service innovation. Specifically, IoT can transform physical resources into reconfigurable service products, IA can augment and automate a rapidly expanding array of service processes, while digital platforms provide the technical and organizational infrastructure for the integration of resources and stakeholders within service ecosystems.

Originality/value

This study suggests an agenda with six themes for further research, each linked to one or more of the three service innovation dimensions. They are (1) new recurring revenue models, (2) service innovation in the metaverse, (3) scaling up service innovations, (4) ecosystem innovations, (5) power dependency and lock-in effects and (6) security and responsibility in digital domains.

中文翻译：

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B2B市场的数字服务创新

目的

技术支持的企业对企业 (B2B) 服务对 GDP 增长贡献最大，并且是经济价值创造的基础。本文旨在确定关键的服务和数字技术驱动的 B2B 创新模式，并提出进一步探索的研究议程。

设计/方法论/途径

本概念文件采用技术分界的观点来看待服务创新，涵盖三个核心维度：服务提供（服务产品，或“什么”）、服务流程（“如何”）和服务生态系统（“谁/为谁”）。 ”）。它描述了物联网 (IoT)、智能自动化 (IA) 和数字平台这三种数字技术对 B2B 市场这些核心维度的服务创新的影响。

发现

数字技术通过重塑服务创新的所有三个核心维度，对价值创造具有巨大的潜在影响。具体来说，物联网可以将物理资源转化为可重新配置的服务产品，IA可以增强和自动化快速扩展的一系列服务流程，而数字平台则为服务生态系统中的资源和利益相关者的整合提供技术和组织基础设施。

原创性/价值

这项研究提出了一个包含六个主题的进一步研究议程，每个主题都与三个服务创新维度中的一个或多个相关。它们是（1）新的经常性收入模式，（2）元宇宙中的服务创新，（3）扩大服务创新，（4）生态系统创新，（5）权力依赖和锁定效应以及（6）安全和责任在数字领域。