1 Department of Operations Management, Copenhagen Business School2 Cranfield University3 Warwick Business School. University of Warwick4 Norwich Business School
How Does the Content of an Offering Affect Network Configuration?
Purpose – This paper aims to adopt service-dominant logic (SDL) to empirically explore network configurations resulting from the provision of goods, goods and services, and solutions. Design/methodology/approach – This paper uses a single, in-depth, exploratory case study in a truck manufacturer and its supply network. An abductive approach is adopted. In total, 54 semi-structured interviews were conducted. Findings – Three value propositions are clearly discernible within the truck provider. These range from a truck to a “solution”. These propositions have different supply network configurations: dyadic, triadic and tetradic. The extent to which different network actors contribute to value co-creation varies across the offerings. Research limitations/implications – This paper is based on a single, in-depth case study developed in one industrial context. Whilst this represents an appropriate approach given the exploratory nature of the study, further empirical investigation is needed across different industries. Originality/value – This paper is one of the first to empirically examine supply networks using SDL. A rich understanding of the challenges faced by a truck manufacturer in providing different value propositions and the resulting network configurations are discussed. In so doing, evidence is provided of a more complex, tetradic network configuration for solutions, with varying degrees of interplay between actors in the flow of operand and operant resources to create value.
International Journal of Physical Distribution and Logistics Management, 2014, Vol 44, Issue 1/2, p. 132-154
Service-dominant logic; Networks; Servitization; Value propositions; Solutions; Truck industry