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Servitization through human-data interaction : a behavioural approach
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Pogrebna, Ganna (2015) Servitization through human-data interaction : a behavioural approach. Working Paper. Coventry: Warwick Manufacturing Group. WMG Service Systems Research Group Working Paper Series (Number 05/15).
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Official URL: http://www2.warwick.ac.uk/fac/sci/wmg/research/bus...
Abstract
Purpose:
This paper proposes a new approach to servitization and business models by understanding behavioural aspects of human interactions with technology, specifically, with “smart” devices, connected devices, autonomous systems, and internet of things (IoT) through understanding and interacting with data which these devices and systems generate.
Design/methodology/approach:
Proposed approach, Behavioural Human Data Interaction Hypothesis (Behavioural HDI Hypothesis), which differs from existing literature, leverages on research in behavioural science, data-driven business models, multi-sided markets, and Human-Data Interaction (HDI).
Findings:
Behavioural HDI Hypothesis can offer a new approach to future markets for data because it helps to (a) predict consumer choice of product and services; (b) suggest new and improved interaction mechanisms between consumers and their self-generated data; and (c) propose a new approach for building and evaluating business models.
Originality/value:
To date, very little has been known about whether and how consumers and households accumulate, review and use self-generated data about consumption decisions and how this affects market relationships between consumers and providers of goods and services. This paper shows how Behavioural HDI Hypothesis can make markets for data more efficient through better personalisation and servitization. It also has implications for data collection visibility, data ownership and structure, platform trade-off, security and other ICT-related challenges which negatively affect current business models in the digital economy.
Item Type: | Working or Discussion Paper (Working Paper) | ||||
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Subjects: | T Technology > T Technology (General) | ||||
Divisions: | Faculty of Science, Engineering and Medicine > Engineering > WMG (Formerly the Warwick Manufacturing Group) | ||||
Library of Congress Subject Headings (LCSH): | Management science, Value, Consumer behavior, User interfaces (Computer systems) | ||||
Series Name: | WMG Service Systems Research Group Working Paper Series | ||||
Publisher: | Warwick Manufacturing Group | ||||
Place of Publication: | Coventry | ||||
ISSN: | 2049-4297 | ||||
Official Date: | April 2015 | ||||
Dates: |
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Number: | Number 05/15 | ||||
Number of Pages: | 12 | ||||
Institution: | University of Warwick | ||||
Status: | Not Peer Reviewed | ||||
Funder: | Engineering and Physical Sciences Research Council (EPSRC) |
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