Web Breeds Services Apart-But How to Get Them Right?

Web Breeds Services Apart-But How to Get Them Right?

Katariina Kemppainen (Helsinki School of Economics, Finland) and Ari P.J. Vepsalainen (Helsinki School of Economics, Finland)
Copyright: © 2003 |Pages: 20
DOI: 10.4018/978-1-59140-048-6.ch006
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Abstract

Since the recognition of IT as a source of competitive weapon—the links to customers and suppliers as the main artillery—the emphasis has been on early movers. But when viewed from the vantage point of the market, i.e., the efficiency of services, the heroic efforts and temporary success of the pioneers appear more like an episode of a survival game as opposed to a brutal war that would lead to the acquisition of new territories. The exciting part of the process—the attack with new weapons—has been exercised but without any deliberate strategy to ensure subsequent productivity and administrative stability. This chapter reiterates some experiences since the mid-80s when the technological dominance pursued by the companies often led to staggering investments never to be recovered. We use an established business model to outline the paths for evolutionarily sound development. The model of Services and Channels is used to illustrate the premises of a balanced diffusion of IT into different services. The main message is that the application of IT creates opportunities to diverge the existing services into new types of channels. This breeding process creates new generations of services, some of which add value to the customers and some destroy the profits of more conventional competitors. We are particularly interested if the Internet as an open network has had (or will have) any different impact on the services and channels than did the dedicated ICT. For illustration, we use some of the service innovations described in this book, which also provide prime examples of more detailed mechanisms by which the new services have been organized. The assumption is that the different types of services differ inherently by the integration and coordination of the service relationships. We propose a framework for analyzing the mechanisms of integration and coordination of service processes, including different scope (the parties involved) and media (joint routines, shared resources and common interests) that contribute to such mechanisms. We conclude that the validity of the model of Services and Channels extends well into the era of the internet, but also that the correct application of the model calls for better understanding of the mechanisms of integration of channels and coordination of services.

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Table of Contents
Preface
Tapio Reponen
Chapter 1
Harriette Bettis-Outland, Wesley J. Johnston
This chapter focuses on the concept of Electronic Customer Relationship Management (eCRM) in the context of a business-to-business marketing... Sample PDF
Electronic Customer Relationship Management (eCRM) in a Business-to-Business Marketing Setting
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Chapter 2
F. Warren McFarlan
This chapter focuses on the new face of IT-enabled competitiveness in the early 21st century.  It notes that the impact is global with the art of... Sample PDF
Information and Competition: Early 21st Century
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Chapter 3
Lexis F. Higgins
All organizations must adopt some method and philosophy of doing business. While a large number of firms worldwide are attempting to adopt a... Sample PDF
Sales Orientation versus Marketing Orientation in Providing Technical Service
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Chapter 4
Joachim Griese
Methods and techniques used to support customer service in the information, negotiation and delivery phase of the purchasing transaction will first... Sample PDF
Customer Service in Electronic Commerce Applications
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Chapter 5
Timo Saarinen, Jukka Kallio, Markku Tinnila, Jarkko Vesa
In this chapter we introduce the concept of Service Mediary, which provides a conceptual and technical platform for electronic services. Our... Sample PDF
Customer Relationship Management in Service Mediary-Driven Mobile Services: Case I-Mode
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Chapter 6
Jussi Puhakainen
The purpose of this chapter is to illustrate challenges and opportunities related to IT-enabled and assisted customerships. The chapter begins by... Sample PDF
Challenges and Opportunities with IT-Enabled and Assisted Customerships
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Chapter 7
Katariina Kemppainen, Ari P.J. Vepsalainen
Since the recognition of IT as a source of competitive weapon—the links to customers and suppliers as the main artillery—the emphasis has been on... Sample PDF
Web Breeds Services Apart-But How to Get Them Right?
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Chapter 8
Malin Brannback, Alan Carsrud
This chapter reviews the different approaches of innovations management, often treated as synonymous to R&D, which is seen as a component of the... Sample PDF
A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech
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Chapter 9
Pekka Huovinen, David L. Hawk
Our aim is to enhance management of collaborative customer-supplier relationships among globally operating building product suppliers. Three key... Sample PDF
Towards Collaborative Customer-Supplier Relationships in Global Building Product Businesses
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Chapter 10
Growth the KONE Way  (pages 163-174)
Matti Perttula
This chapter describes the private view of a long-serving KONE manager on how KONE Corporation has over 30 decades developed into one of the global... Sample PDF
Growth the KONE Way
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Chapter 11
Juha Parnisto, Hannu Salmela
Information and communication technologies enable new means to provide services for customers. The establishment of eServices, call centers and... Sample PDF
Combining Local and Global Expertise in Technical Services: Case Fujitsu Invia
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Chapter 12
Kauno Mattila
Industrial IT is a new technology to integrate technical industrial processes with business processes. That secures the benefits of low cost and... Sample PDF
The Concept of Industrial IT in Customer Service
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Chapter 13
Jorma Hurskainen
The strategy of Metso Corporation and its business units is healthy, profitable growth achieved organically, by acquisitions and by new... Sample PDF
Integration of Business Systems and Applications in Merger and Alliance: Case Metso Automation
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Chapter 14
Panu Routila
The chapter deals with customer relationship management in traditional metal business. It introduces a new concept for handling customer interfaces.... Sample PDF
Key Customer Management and E-Commerce as Part of Business Development
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Chapter 15
Markku Rajaniemi
The key to high performance in global logistics is stepwise improvement of business operational mode and corresponding logistics processes. Nokia... Sample PDF
Nokia Mobile Phones' Development of Business Logistics and Customer Support
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Chapter 16
Hannu Salmela, Miikka Jahnukainen
This chapter describes IT-enabled customer service development projects in six global companies. The chapter summarizes the projects to illustrate... Sample PDF
IT-Enabled Global Customer Service: Findings and Conclusions from Six Case Studies
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