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Business modeling for predictive services in the process industry: A case study with a systems thinking approach
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Affärsmodellering för prediktiva tjänster inom processindustrin : En fallstudie med ett systemtänk perspektiv (Swedish)
Abstract [en]

This study aims to identify business opportunities created by digitalization. The purpose is to evaluate how these opportunities could be utilized, by identifying areas of improvements in the service portfolio.

This study is a qualitative case study with an abductive approach, mainly using semi-structured interviews to collect data. The case study was conducted at ABB Industrial Automation Services, where the new Collaborative Operations Center was studied. The data was analyzed from a systems thinking perspective, using a Rich Business Framing sessions as an evaluation platform.

The results illustrate how difficult the transition towards a more digitalized industry is. This stems from how different customers have reached different levels of automation in their plants. Therefore, the service portfolio must be flexible and agile, in order to cater to the different customer segments. This case study identified three customer segments, one focusing on internal activities, while the other two consist of customers that have reached different levels of maturity within digitalization. Different value potentials were identified, leading to a proposal of a service portfolio. The systems thinking approach was then evaluated, leading to the conclusion that it is a useful tool, but a time-consuming process.

Abstract [en]

Denna studie går ut på att identifiera affärsmöjligheter skapade av digitalisering. Syftet är att utvärdera hur dessa möjligheter kan utnyttjas, genom att identifiera förbättringsområden i serviceportföljen.

Denna studie är en kvalitativ fallstudie med en abduktiv karaktär, där huvudsakligen semistrukturerade intervjuer användes för att samla data. Fallstudien genomfördes på ABB Industrial Automation Services, där det nya Collaborative Operations Center studerades. Den samlade informationen analyserades från ett systemtänk perspektiv, där en Rich Business Framing session användes som utvärderingsverktyg.

Resultatet illustrerar hur svår övergången mot en mer digitaliserad industri är. Denna svårighet har sin grund i hur olika kunder har nått olika nivåer av automationsgrad i deras anläggningar. Detta leder till att serviceportföljen måste uppfylla vissa krav, som att vara flexibel och anpassningsbar, för att nå de olika kundsegmenten. Denna fallstudie identifierade tre kundsegment, där en fokuserar på interna aktiviteter och de andra två består av kunder som kommit olika långt inom digitalisering. Olika värdepotentialer har identifierats, vilket ledde till ett förslag av en serviceportfölj. Systemtänk synsättet har sedan utvärderats, vilket resulterade i slutsatsen att det är ett användbart verktyg, även om processen är tidskrävande.

Place, publisher, year, edition, pages
2018. , p. 48
Keywords [en]
Systems thinking, digitalization, business modeling, value potential, service portfolio, maintenance strategies
Keywords [sv]
Systemtänk, digitalisering, affärsmodellering, värdepotential, serviceportfölj, underhållsstrategier
National Category
Business Administration Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:mdh:diva-39833OAI: oai:DiVA.org:mdh-39833DiVA, id: diva2:1218665
External cooperation
ABB
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-14 Last updated: 2018-06-18Bibliographically approved

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