Internet of Things Engagement

Sadia Soltani

doi:10.21996/wedr-0805

Internet of Things Engagement

Publikation: Afhandling › Ph.d.-afhandling

Abstrakt

Hovedformålet med denne Ph.d. Undersøgelse er at undersøge B2B-engagement i Internet of Things (IoT) økosystemer med henblik på værdiskabelse, opfundet i denne undersøgelse som IoTengagement. Engagementsforskning har tidligere været inden for flere forskeres mål og har taget nye former og former gennem tiden. På grund af fremskridt inden for digitale teknologier såsom IoT skal engagementsforskning imidlertid revideres, revurderes, og nye markedsudfordringer skal overvejes, når kunder, partnere og andre aktører engageres i værdiskabende aktiviteter i IoTøkosystemer (Storbacka, et al., 2016; Kleinaltenkamp, et al., 2019).

IoT har medført flere ændringer på B2B-markeder med åbning af nye muligheder for innovation, såsom adgang til data om slutbrugere i realtid, personaliserede tilbud, automatisering af processer, forudsigelig vedligeholdelse af maskiner ved siden af andre (Leminen, et al., 2017; Lopez, et al., 2021). IoT ændrer ikke kun, hvordan virksomheder opererer ved at tilføje en ny teknologi i deres virksomheder, men det transformerer selve karakteren af en virksomhed (Parker, et al., 2017; Hein, et al., 2019; Tóth, et al., 2022). Det omdanner vareudbydere til at blive tjenesteudbydere og kræver, at yderligere aktører slutter sig til serviceøkosystemet, der er bygget op omkring IoT, indrammet som et IoT-økosystem. I et IoT-økosystem er virksomheder en del af udvidede forretningsnetværk, der både samarbejder og konkurrerer med hinanden med høj grad af indbyrdes afhængighed og indbyrdes forbundethed (Anggraeni et al., 2007). B2B-aktører i IoTøkosystemer er kendetegnet ved mangfoldighed og har meget mere komplekse relationer med hinanden (Perks et al., 2017), da de nu ikke kun er i stand til at interagere og oprette forbindelse til mennesker, men også med teknologi (såsom maskinaktører) på forskellige niveauer af integration (Storbacka & Cornell, 2016; Castro-Leaon & Harmon, 2016; Storbacka et al., 2016). For fuldt ud at fange værdien af IoT skal virksomheder tænke ud over deres egne forretningsnetværk og tilslutte sig økosystemer, der gør det muligt for dem at dele og have adgang til både materielle og immaterielle IoT-ressourcer. Dette tyder på, at virksomheder har brug for nye teoretiseringer og konceptualiseringer af relations opbygning, vedligeholdelse og forbedring i komplekse forretningsindstillinger præget af højere sammenkobling, indbyrdes afhængighed og interaktion med både menneskelige og ikke-menneskelige aktører.

Tidligere er det blevet foreslået, at vedligeholdelse og forbedring af relationer kan nås med engagerende aktører (Pansari &Kumar, 2017; Brodie, et al., 2019). Dette gælder også for 6 værdiskabelse i IoT-økosystemer. Til dette formål undersøges IoT-engagement i denne undersøgelse ved at se på den teoretiske side af IoT-engagement og anvende casestudieforskning for at få indsigt fra den empiriske verden.

De teoretiske indsigter er repræsenteret i denne afhandling i paper 1, hvor en konceptuel ramme er bygget på baggrund af en integrativ litteraturgennemgang. Den konceptuelle ramme forklarer IoT-engagement, dets fortilfælde og resultater. Det fremhæver perspektiverne på markeder, der skal tilpasses, nemlig økosystemperspektivet og servicedominerende logik (S-D-logik) perspektiv og anerkender IoT-engagement som en tredimensionel konstruktion, der består af kognitive, følelsesmæssige, og adfærdsmæssige dispositioner.

De empiriske indsigter er repræsenteret af papir 2 og 3, hvor papir 2 ser på de mekanismer, der forbedrer IoT-engagement med flere casestudieforskninger. Resultaterne af denne forskning stammer fra en hierarkisk lagdelt ramme, der forklarer mekanismerne på tre hierarkiske niveauer. Der er mekanismer, der påvirker et makro-mikroniveau, på et mikro-mikroniveau og på mikromakroniveau. Paper 3 dedikerer undersøgelsen af barriererne for IoT-engagement. Her undersøges barriererne på forskellige organisatoriske niveauer. Fra forretningsniveau (medarbejdere, ledelse, forretningsenheder) til netværksniveau (kunder, partnere) og endelig økosystemniveau (det udvidede netværk, tredjeparter). Sammen besvarer alle tre artikler det vigtigste forskningsspørgsmål: Hvad er IoT-engagement?

Originalsprog	Engelsk
Bevilgende institution	Syddansk Universitet
Vejledere/rådgivere	Freytag, Per Vagn, Hovedvejleder Gretzinger, Susanne, Bivejleder
Dato for forsvar	21. feb. 2023
Udgiver	Syddansk Universitet. Det Samfundsvidenskabelige Fakultet
DOI	https://doi.org/10.21996/wedr-0805
Status	Udgivet - 2. jan. 2023

Note vedr. afhandling

Print copy of the thesis is restricted to reference use in the Library. 

Dokumenter og links

10.21996/wedr-0805

1 Tidsskriftartikel

B2B engagement within an internet of things ecosystem
Soltani, S., 3. jan. 2022, I: Journal of Business and Industrial Marketing. 37, 1, s. 146-159
Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

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Citationsformater

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abstract = "The main purpose of this Ph.D. study is to investigate B2B engagement in Internet of Things (IoT) ecosystems for the purpose of value co-creation, coined in this study as IoT engagement. Engagement research has been within the aim of several researchers in the past and has taken new forms and shapes throughout time. However, due to advances in digital technologies such as the IoT, engagement research needs to be revised, reexamined and new market challenges need to be considered when engaging customers, partners, and other actors in value co-creating activities in IoT ecosystems (Storbacka, et al., 2016; Kleinaltenkamp, et al., 2019).The IoT has brought several changes into B2B markets by opening up new avenues for innovation, such as access to data on end-users in real-time, personalized offerings, automation of processes, and predictive maintenance of machinery, among others (Leminen, et al., 2017; Lopez, et al., 2021). The IoT is not only changing how companies operate by adding a new technology to their businesses, but it is transforming the very nature of a business (Parker, et al., 2017; Hein, et al., 2019; T{\'o}th, et al., 2022). It transforms goods providers to become service providers and requires additional actors to join the service ecosystem built around the IoT, framed as an IoT ecosystem. In an IoT ecosystem, companies are part of extended business networks, both collaborating and competing with each other with high degree of interdependencies and interconnectedness (Anggraeni et al., 2007). B2B actors in IoT ecosystems are characterized by diversity and have much more complex relationships with each other (Perks et al., 2017) as they are now not only able to interact and connect with people but also with technology (such as machine actors) on different levels of integration (Storbacka & Cornell, 2016; Castro-Leaon & Harmon, 2016; Storbacka et al., 2016). To fully capture the value of the IoT, companies need to think beyond their own business networks and join ecosystems that will enable them to share and have access to both tangible and intangible IoT resources. This would suggest that companies need new theorizations and conceptualizations of relationship building, maintaining, and enhancing in complex business settings characterized by higher interconnectedness, interdependencies, and interaction with both human and non-human actors.In the past, it has been suggested that maintaining and enhancing relationships can be reached with engaging actors (Pansari & Kumar, 2017; Brodie, et al., 2019). This is also true for value cocreation in IoT ecosystems. To this end, in this study, IoT engagement is investigated by looking 4 at the theoretical side of IoT engagement and applying case study research to get insights from the empirical world.The theoretical insights are represented in this thesis in paper 1, where a conceptual framework is built based on an integrative literature review. The conceptual framework explains IoT engagement, its antecedents, and outcomes. It highlights the perspectives on markets that need to be adapted, namely the ecosystem perspective and the Service-Dominant logic (S-D logic) perspective and acknowledges IoT engagement as a three-dimensional construct consisting of cognitive, emotional, and behavioral dispositions. The empirical insights are represented by papers 2 and 3, where paper 2 looks into the mechanisms that enhance IoT engagement with multiple case study research. The results of this research stemmed a hierarchical layered framework that explains the mechanisms on three hierarchical levels. There are mechanisms that effect IoT engagement on a macro-micro level, on a micromicro level, and on a micro-macro level.Paper 3 dedicates the investigation into the barriers to IoT engagement. Here the barriers on different organizational levels are examined. From a company level (employees, management, business units) to the relational level (customers, partners), and finally, the ecosystem level (the extended network, third parties).Together all three papers answer the main research question: What is IoT engagement?",

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U2 - 10.21996/wedr-0805

DO - 10.21996/wedr-0805

M3 - Ph.D. thesis

PB - Syddansk Universitet. Det Samfundsvidenskabelige Fakultet

ER -

Internet of Things Engagement

Abstrakt

Note vedr. afhandling

Dokumenter og links

Fingeraftryk

Relaterede publikationer

B2B engagement within an internet of things ecosystem

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