Revenue Models for Digital Servitization: A Value Capture Framework for Designing, Developing, and Scaling Digital Services
通过对11家制造企业的多案例研究，提出了一个收入模型设计框架，涵盖关键阶段和活动，强调以客户为中心、迭代和敏捷的过程，帮助企业在数字服务化转型中重新思考价值捕获。
Manufacturing companies are currently undergoing a digitalization transformation in which digitally enabled, new, and innovative advanced service offerings are being launched. These so-called “digital services” represent a shift in the business logic of manufacturing firms, from up-front product sales to advanced service contracts. This business model shift has profound implications for cost structures, risk management, and revenue streams, providing manufacturing companies with the key challenge of rethinking how to capture value. Using a multiple case study of 11 companies, the purpose of this article is to enhance knowledge on how to design new revenue models for digital services. Results reveal a revenue model design framework of key phases and activities that carries implications for the emerging literature on digital servitization, as well as the business model innovation literature. The findings reveal a highly customer-centric, iterative, and agile process where close collaboration with key customers during the early stages guides the framing of revenue models for digital services. For practitioners, it provides hands-on advice on how to implement the design, development, and scaling processes for revenue models in the context of new digital services.