Track 2: Services and Hybrid Value Creation

Digitization pervades all areas of our lives and leads to a "Servitization" for the wider economy and society. In recent years, service research has become a major topic in information systems. Not only service companies but also other organizations and governmental institutions increasingly follow a service-dominant logic. Thus, they adapt their development activities and thereby create new opportunities for innovation. Servitization, hybrid value creation, Product-Service Systems or Service-Led Economy are key words that characterize a central paradigm shift in economy and science. Interactive value creation requires the consideration of cooperation potentials and context-sensitivity and represents a constituting characteristic of business models that follow this paradigm.

This track addresses principles, central processes, methods and application examples for the systematic development of new services and hybrid products as well as their management – encompassing the overall life cycle of these offerings. Hereby, one central focus is the role of information and communication technologies (IT) for their design and provision. IT provides potentials for the overall service sector as well as for the hybrid value creation as it opens up new forms of cooperation and communication. During the provision of services, IT further enables new forms of customer integration. The potentials of intelligent IT applications in business practice are obvious, but only partly well-established. These include, inter alia, standardization and support of processes, the intelligent (semi-) automation as well as the facilitation of more radical innovations in the social sector.

Topics of Interest
  • Digitization of services (e.g. mobile applications, virtualization, etc.)
  • Service development and provision in the area of conflict between personal presence and media-mediated distance
  • Further development and testing of methods and tools for the service engineering and management
  • Simulation and testing in service engineering
  • Piloting and prototyping of IT-supported service development and provision
  • Methods for formalization and representation of IT-supported services and service systems
  • Transformation to service-oriented and hybrid business models
  • Service Business Model Innovation
  • Service Systems Engineering and Product-Service Systems Engineering
  • Value creation in Service Eco Systems
  • Reference models for services and hybrid products in different domains
  • Methods to promote interaction and networking of actors in service systems
  • Management of supplier and customer integration in service systems
  • (Enterprise) Social network sites for services
  • Social commerce and local social marketplaces for services
  • Empirical analyzes and studies on the design of innovation in services and hybrid products
  • Identification, analysis and evaluation of service modules
  • Service Data Management
  • Standardization of services and hybrid products
  • Service engineering and service supporting information systems in specific sectors (e.g. industrial services, financial services, healthcare services, IT services)
  • Potentials and limitations of automation and IT support
  • Design and integration of service systems and service experience design
Track Chairs
Prof. Dr. Jan Marco Leimeister, University of St. Gallen, Switzerland und University of Kassel, Germany
Prof. Dr. Kathrin Möslein, University of Erlangen-Nuremberg, Germany

Program Committee
PD. Dr. Daniel Beverungen, University of Münster, Germany
Prof. Dr. Angelika Bullinger-Hoffmann, TU Chemnitz, Germany
Dr. Philipp Menschner, University of Kassel, Germany
Dr. Michael Schermann, Technische Universität München, Germany
Dr. Ivo Blohm, University of St.Gallen, Switzerland
JProf. Dr. Ali Sunyaev, University of Cologne, Germany
Prof. Dr. Freimut Bodendorf, Friedrich-Alexander-Universität Erlangen-Nürnberg, Germany
Prof. Dr. Alexander Pflaum, University of Bamberg, Germany
Prof. Dr. Ulrike Lechner, Universität der Bundeswehr München, Germany
Prof. Dr. Barbara Dinter, TU Chemnitz, Germany
JProf. Dr. Vivek Velamuri, HHL Leipzig Graduate School of Management, Germany
Prof. Dr. Torsten Eymann, Bayreuth University, Germany
Walter Ganz, Fraunhofer IAO Stuttgart, Germany
Dr. Frank Danzinger, Fraunhofer IIS Nuremberg, Germany
Stefan Meiler, SIEMENS AG, Germany
Prof. Dr. Henner Gimpel, University of Augsburg, Germany
Prof. Dr. Carsten Schultz, University of Kiel, Germany
Prof. Dr. Florian v. Wangenheim, ETH Zurich, Germany
Dr. Martin Matzner, University of Münster, Germany
Prof. Dr. Ralf Knackstedt, University of Hildesheim, Germany
Prof. Dr. Rainer Alt, University of Leipzig, Germany
Prof. Dr. Boris Otto, TU Dortmund, Germany
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