Typologies of Manufacturer Identities in the Age of Smart Solutions

Tuomas Huikkola (), Suvi Einola () and Marko Kohtamäki ()
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Tuomas Huikkola: University of Vaasa
Suvi Einola: University of Vaasa
Marko Kohtamäki: University of Vaasa

A chapter in The Palgrave Handbook of Servitization, 2021, pp 41-56 from Springer

Abstract: Abstract This book chapter conceptualizes a manufacturer’s new identity in a digitally connected world as a socially constructed phenomenon. We acknowledge the possibility of ambiguity in corporate identity among manufacturers’ key stakeholders (personnel, customers, and suppliers) when manufacturers pursue digital servitization strategies. We typologize eight archetypes of identities for a manufacturer providing digitally enabled services and solutions. We suggest that managers should give attention to narratives, organizational culture, processes, resources, and capabilities when pursuing organizational identity change.

Keywords: Organizational identity; Corporate identity; Identity ambiguity; Digital servitization; Smart solutions (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-75771-7_3

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