Value creation and the implementation of technologies for advancing services

  • Amir Homayounfard

    Student thesis: Doctoral Thesis


    It is widely recognized that the use of technologies can serve as a critical strategic tool in benefiting from innovation and achieving increased business profitability in the retail sector. Research addressing the role of technologies in the theoretical entity of profiting from technological innovation (PFI) has proliferated in recent years. In parallel, the growing role of technologies within the theory of service-dominant logic (SDL) is thriving. However, firms face the difficult task of applying technologies and releasing the value creation potentials of technologies for advancing services. In this sense, the retail industry has been a recognized context for practices of technologies for innovating services. This research explores the role of technology and its value drivers for innovating services in the UK retail sector.

    While the fit between the PFI and SDL frameworks has been overlooked, insight into the importance of technology within this theoretical interface remains unexplored. This research focuses on the implementation stage of the adoption process of technologies. In this stage, retailers identify new technologies, through collaboration with technology suppliers and engage in assessing and operational aspects. In doing so, retailers are increasingly moving towards technologies aimed at innovating their services through improving efficiency and productivity. The research is followed by two phases of data collection. Phase one includes semi-structured qualitative interviews with key informants from the technology suppliers in the UK retail sector. Phase two includes an exploratory stage with nine case studies in the UK retail sector.

    Conclusively, this research, first, offers a revised perspective for Teeceā€™s works in 1986 and 2006 on how to profit from technological innovation (PFI). Second, it develops an integrative framework through linking the revised-PFI framework with the theoretical foundations of service-dominant logic (SDL). Third, it provides a roadmap for the implementation model of technologies in the UK retail sector. Fourth, it offers a typology of technology spectrum for delivering value by different technologies during the implementation process. The typology consists of nine unique types of technologies in the chosen sector. Fifth, it updates the typology of technology spectrum and presents it in the form of a typology of retail business models, where each group of technologies requires an exclusive business model for the retailer to be adopted.
    Date of Award2018
    Original languageEnglish
    Awarding Institution
    • University of Portsmouth
    SupervisorPaul Trott (Supervisor), Chris Simms (Supervisor) & Nicholas Ford (Supervisor)

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