Title Page
Abstract
Contents
Chapter 1. Introduction 13
1.1. Product-Service System 13
1.2. Challenges in PSS Transformation 15
1.3. Structure of thesis 22
Chapter 2. Literature Review 25
2.1. Business model 25
2.2. Business modelling and operating mechanism in PSS 27
2.3. Types and Characteristics of PSS 29
Chapter 3. Business Modelling Methodology using Morphological Analysis 35
3.1. Introduction 35
3.2. Research Positioning 37
3.2.1. Research Gap 37
3.2.2. Intended Contributions 38
3.3. Construction of Morphological Charts 39
3.3.1. Decomposing the Business Model 40
3.3.2. Identifying Business Model Strategies 41
3.3.3. Assessing the Comprehensiveness of the Strategies Set 54
3.4. Case Application: Hair Dryer Company 62
3.4.1. Current business model 62
3.4.2. Alternative #1: Razor-Blade business model 64
3.4.3. Alternative #2: Partnership with Chemical Company 64
3.4.4. Alternative #3: Targeting Professional Markets (B2B) 65
3.4.5. Alternative #4: Developing New Service Packages 66
3.4.6. Alternative #5: Productizing the Service Packages 67
3.5. BizChef: PSS Business Modelling Support System 68
3.6. Summary 71
Chapter 4. Business Model Evaluation Methodology using System Dynamics approach 73
4.1. Introduction 73
4.2. Research Positioning 75
4.2.1. Research Gap 75
4.2.2. Intended Contributions 77
4.3. Basic Evaluation Templates for Six Modules 78
4.3.1. Module #1: Market Creation 80
4.3.2. Module #2: Product Sourcing 81
4.3.3. Module #3: Channel Establishment 85
4.3.4. Module #4: PSS Delivery 86
4.3.5. Module #5: Revenue Creation 87
4.3.6. Module #6: Partnership Balancing 88
4.4. Advanced Templates reflecting PSS types 89
4.4.1. Advanced Templates reflecting Product-oriented PSS 90
4.4.2. Advanced Templates reflecting Use-oriented PSS 92
4.5. Case applications: Wheelchair manufacturer 95
4.5.1. Analysis of the 'wheelchair re-adjustment service' 96
4.5.2. Evaluation of the 'wheelchair re-adjustment service' 97
4.6. Summary 104
Chapter 5. Conclusions and Future Works 106
5.1. Summary of Conclusions 106
5.2. Limitations and Further Research Directions 108
Bibliography 110
Appendices 124
Appendix. A. Investigated business innovation cases and the identified business strategies 124
Appendix. B. Workshops for Case Application 159
Appendix. C. Components of the basic and advanced templates 163
Appendix. D. Equations in System Dynamics Simulation for the PSS Business Evaluation Case Application 178
국문 초록 186
Table 1. Challenges in the transformation towards PSS. 18
Table 2. Characteristics of three types PSS according to the business model canvas. 32
Table 3. Definitions of the business model innovation strategies (Morphological Chart). 44
Table 4. Coverage of the Identified Strategies in the Customer Relationships. 55
Table 5. Coverage of the Identified Strategies in the Distribution Channel. 56
Table 6. Coverage of the Identified Strategies in the Revenue Streams. 57
Table 7. Coverage of the Identified Strategies in the Customer Segments. 58
Table 8. Coverage of the Identified Strategies in the Key Resources. 59
Table 9. Coverage of the Identified Strategies in the Key Activities. 60
Table 10. Coverage of the Identified Strategies in the Key Partnership. 61
Table 11. Descriptions of the Components in the 'Market Creation' module'. 83
Table 12. Equations used in the process of converting 'Request Customer' to 'Received Customer' (partial excerpt). 101
Table 13. Investigated business innovation cases and Identified strategies. 124
Table 14. Series of workshops for case study of Hair dryer company. 159
Table 15. Components of "Market Creation" in the basic templates. 163
Table 16. Components of "Product Sourcing" in the basic templates. 164
Table 17. Components of "Channel Establishment" in the basic templates. 166
Table 18. Components of "PSS Delivery" in the basic templates. 167
Table 19. Components of "Revenue Creation" in the basic templates. 169
Table 20. Components of "Partnership Balancing" in the basic templates. 170
Table 21. Components of "Market Creation" in the advanced templates. 171
Table 22. Components of "PSS Delivery" in the advanced templates. 173
Table 23. Components of "Revenue Creation" in the advanced templates. 174
Table 24. Components of "Product Sourcing" in the advanced templates. 175
Table 25. Components of "Market Creation" in the advanced templates. 175
Table 26. Components of "Partnership Balancing" in the advanced templates. 176
Table 27. Equations formulated for the PSS business evaluation case study. 178
Figure 1. Outline of this thesis. 22
Figure 2. Example of business model strategy identification. 42
Figure 3. Strategies analysis of current business model. 63
Figure 4. Strategies analysis of the alternative #1 and #2. 65
Figure 5. Strategies analysis of the alternative #3 and #4. 66
Figure 6. Innovation roadmap of business model alternatives. 67
Figure 7. Architecture of the BizChef. 68
Figure 8. Screenshots of business model exploration module in BizChef. 70
Figure 9. Screenshots of business model creation module in BizChef. 71
Figure 10. Process to develop the basic evaluation templates. 79
Figure 11. Basic evaluation templates for module #1 and module #2. 81
Figure 12. Basic evaluation templates for module #3 and module #4. 85
Figure 13. Basic evaluation templates for module #5 and module #6. 88
Figure 14. Key characteristics and advanced evaluation templates for product-oriented PSS 92
Figure 15. Key characteristics and advanced evaluation templates for use-oriented PSS 94
Figure 16. Simulation model for the 'wheelchair re-adjustment service'. 98
Figure 17. Results of the simulation. 103