Servitization in the creative and cultural industries

Abstract

Purpose This paper aims to develop a conceptual framework for understanding the role of servitization in the creative and cultural industries (CCI). Design/methodology/approach A conceptual model is proposed based on five elements: servitization drivers (digitalization in particular), agents, modes (based on the standardization/customization dynamics), servitization mechanisms (the authors provide a new classification) and service experiences. Findings CCI is not considered a natural part of the service sector. They drive economic and social development and are part of the innovation ecosystem. They are confronting a set of emerging dynamics in which servitization plays a leading role. Servitization is a way to move toward value co-creation by transforming existing business models. Servitization – with digitalization facilitates the co-creation of CCI-based experiences for customers, users and other stakeholders. Research limitations/implications In terms of further research implications, these theoretical and managerial considerations call for empirical research of the servitization of CCI to investigate how and how much it develops. Practical implications CCI companies need new business models that combine servitization, digitalization and value co-creation in the right mix. “One size fits all” does not work. Business models have to consider the right mix. Originality/value The proposed conceptual model provides a novel understanding of servitization and CCI and changes the focus from the “production” or push side (e.g. artistic creativity and messages) that has characterized much CCI theory toward the demand or pull side and buyers’ (users) increased power.

Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts

“…Hence, importing customers' knowledge in the servitization process is useful [19]. The servitization of traditional handicraft enterprises may contribute to social and cultural development in addition to economic growth [20]. Although there already exist several studies on the servitization of crafts [19,20], consumer behavior concerning servitization remains largely unexplored.…”

Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs

“…Several studies highlight that servitization helps an enterprise to adopt a competitive Business hybrid offerings by SMEs strategy that could impact its performance (Lee et al, 2016;Chen et al, 2021;Solem et al, 2021). Servitization improves different activities of an enterprise by transforming a product-based system to a product-service-based system (Kastalli and Van Looy, 2013;Rana et al, 2020;Gomes et al, 2021;Sundbo et al, 2021).…”

“…Servitization improves different activities of an enterprise by transforming a product-based system to a product-service-based system (Kastalli and Van Looy, 2013; Rana et al. , 2020; Gomes et al ., 2021; Sundbo et al. , 2021).…”

The service sector in the classical world: focus on entertainment and well-being

“…Recently, it has been proposed to redefine services more narrowly than in official statistics for occupations and economic activities (Sundbo et al , 2022). If services are understood as instrumental, essentially just problem solving, the creative and cultural industries, centred on producing experiences, should be treated apart from the service sector, the reasoning goes.…”

“…An overall view of the service sector in ancient societies that depended on weak information and communication technologies should allow us to find more permanent underlying patterns of service employment that reflect more invariant human needs for services. Services in ancient cities include examples of catering to invariant needs that are more than what is essential for survival, and this can be brought into the current debate on the experience economy (Sundbo, 2021) and the entertainment economy (Wolf, 1999).…”