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Purpose - The purpose of this master thesis is to enhance knowledge about how revenue models for smart, connected and integrated product-services come about. Thus, the author aim to primarily contribute to the revenue model literature with insights on processual characteristics and activities. Method – The thesis uses an exploratory single case-study approach, based on qualitative data gathered mainly from semi-structured interviews. In total six manufacturing companies and five experts within relevant areas were included in the study. Data were analyzed through an abductive analysis approach, and a combination of the Gioia Methodology and Thematic coding. Findings – The study’s main findings show that the process when designing revenue models for smart, connected and integrated product-services, is characterized by an iterative phase layout and a strong customer focus. Key activities include pilot project testing, continuous evaluations and an organizational transformation, beginning with some initial analyzes to continue with a stepwise implementation and rollout of a new integrated product-service offer. Research limitations/implications – This study is limited by the single case study approach, and the aim to merely develop theory, not practically test it. The study contributes to the revenue model literature by enhancing knowledge about the processual characteristics when developing revenue models. Also, the processual framework provides structure and guidance for management at mature manufacturing companies. Originality/value – The novel contribution of this study is a processual framework and enhanced knowledge about the design process in the so far scarcely explored area of revenue models for smart, connected and integrated product-services. Keywords - Revenue models; Servitization; Digitalization; Smart, connected products; Manufacturing industry Paper type - Master thesis |
