Featured Application The applications in this paper describe how and where digital twins
can improve value co-creation by supporting decision-making. The use of digital twin-based …

Purpose The purpose of this paper is to understand the main drivers of change in the
relational approaches adopted in business-to-business (B2B) companies as an effect of the …

Map** of innovation (MOI) emerges as an essential tool for visualizing internal and
external innovation prospects in the current business environment. This study employs a …

Purpose This study aims to test the impact of avatars on consumer psychological states,
engagement, and purchase intention in the online retail environment with reference to the …

Ever-increasing customer expectations coupled with rising competition compel companies
to seek new value propositions and business models. Among these are Product-Service …

This open access book is an outcome of several years of research, practice, and teaching
experience of the authors on the challenges that underpin the successful switch to services …

This chapter provides an introduction to “servitization” and, in particular, why manufacturing
firms are moving into services and how the transition has been slowed. The first section …

In this chapter we tell you about the methods and tools that have helped many people
overcome the barriers to servitization and achieve service excellence. Some of these …

The paper emphasizes the importance of an iterative approach, flexible planning, and
execution for successfully implementing a PSS. It also highlights the role of technology, such …

The paper discusses the need for a standardized process to phase out after-market services
within a product-service system (PSS). The authors suggest that integrating data from …