On the sluggish adoption of total cost of ownership business models - A SDL perspective

It is rather undisputed that in recent times the economy is to a large extent a service - and maybe even more - a knowledge driven one. The service-dominant logic concept points to the pervasive service nature of business concepts and transactions and their dominance. This would suggest a high level of openness to innovative service solutions in general. The authors focus on the ‘Total Cost of Ownership’ concept, the obstacles from the customer’s point of view and the long and uncertain way of final adoption. The paper advances research in three ways: First, the authors connect the phenomenon of a sluggish adoption of innovative hybrid business models with servicedominant logic reasoning. Service-dominant logic thinking opens the door for a better understanding of imperfectly designed business models. Second, they shed additional light on organizational purchasing decisions in the context of cognitive biases. Third, they give empirical evidence to support their viewpoint.

È indiscusso che attualmente l’economia è service-driven - e forse ancora più - knowledge-driven. La Service-Dominant logic sottolinea la natura pervasiva del servi- portare in maniera considerevole questo processo contribuendo con le proprie proposte scientifiche. Gli autori ritengono che la prospettiva dell’(ASV) per le finalità d’impresa, per la creazione del valore e per il management delle relazioni, siano coerenti con la prospettiva proposta e con le tacite implicazioni degli approcci SSME e Many-to- Many.

Keywords:Servizio, consonanza, risonanza, rilevanza, governance, complessità.

Jorg Freiling, Kathrin Dressel, Sven M. Laudien, On the sluggish adoption of total cost of ownership business models - A SDL perspective in "MERCATI E COMPETITIVITÀ" 1/2012, pp 61-80, DOI: 10.3280/MC2012-001005