Service-dominant logic as a future strategy : Case CCC Corporation Oy
Mattila, Heidi (2011)
Mattila, Heidi
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105086695
https://urn.fi/URN:NBN:fi:amk-201105086695
Tiivistelmä
The focus of this thesis is service-dominant logic, a framework created by Stephen Vargo and Robert Lusch (2004), in the software business. The case company, CCC Corporation is used as an analysis point. The subject is approached through research questions which are as follows: 1) How does the case company implement service-dominant logic in Finland? 2) What is service-dominant logic in the software business? 3) Why is service-dominant logic important for the software business and 4) What competences are needed to have service-dominant logic in the software business?
Qualitative study is the chosen research method for this thesis. Semi-structured interviews and document review are used as data gathering techniques. Interviews concerned managers in different operational areas of the case company, to gain a broader view on the subject. Theoretical framework and discussions concentrate on the service-dominant logic, its key concepts value and service and on competence domains.
A cyclic pattern between service-dominant logic, service-orientation and customer-orientation was discovered and the importance of the logic for the software business was recognised. Competence discussion derived from the discussion in project-based companies and the foundational principles of service-dominant logic. Different organisational and individual competences were defined as demands of the logic.
Service-dominant logic was recognised as a potential strategy for the company and an implementation plan was created. The demands for changes in organisational structure, competence and process development and networking were the heaviest phases recognised in the implementation plan.
Qualitative study is the chosen research method for this thesis. Semi-structured interviews and document review are used as data gathering techniques. Interviews concerned managers in different operational areas of the case company, to gain a broader view on the subject. Theoretical framework and discussions concentrate on the service-dominant logic, its key concepts value and service and on competence domains.
A cyclic pattern between service-dominant logic, service-orientation and customer-orientation was discovered and the importance of the logic for the software business was recognised. Competence discussion derived from the discussion in project-based companies and the foundational principles of service-dominant logic. Different organisational and individual competences were defined as demands of the logic.
Service-dominant logic was recognised as a potential strategy for the company and an implementation plan was created. The demands for changes in organisational structure, competence and process development and networking were the heaviest phases recognised in the implementation plan.