Gamification for servitization

Shi, Victor G., Petridis, Panagiotis, Baines, Tim and Lightfoot, Howard (2014). Gamification for servitization. IN: Growth through servitization. Baines, Tim; Clegg, Ben and Harrison, David (eds) Birmingham (UK): Aston University.


The study described in this paper has set out to explore gamification from a servitization perspective to understand the opportunities and research challenges. A systematic literature review has been conducted to capture key characteristics of differing forms of gamification processes in a servitization context. The findings of our study focus on two area: (1) structural, organization’s physical bricksand-mortar attribute and (2) infrastructural, policies and practices in how structural aspects of servitization are to be managed. Six key findings are presented and collectively these contribute to our understanding of the broader gamification technologies that can help to transform servitization. The contribution of our research is twofold. First it captures a set of theoretical framework for analysing gamification in servitization context. Second, it provide an in-depth roadmap in how gamification can be applied to target major challenges in servitization.

Divisions: Aston Business School
Aston Business School > Operations & information management
Aston Business School > Operations & information management research group
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Additional Information: © Aston Business School Funding: EPSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1 ‘Transforming the adoption of Product - Service Systems through innovations in applied gaming technology
Event Title: Spring Servitization Conference 2014
Event Type: Other
Event Location: Aston University
Event Dates: 2014-05-02 - 2014-05-14
Uncontrolled Keywords: servitization,gamification,operations management
Published Date: 2014-05
Authors: Shi, Victor G.
Petridis, Panagiotis ( 0000-0003-3593-8261)
Baines, Tim
Lightfoot, Howard



Version: Accepted Version

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