Snakes and Ladders in Servitization:Using a Game to Capture Inhibitors and Enablers of Transformation

Andrews, Daniel, Dmitrijeva, Jekaterina, Ziaee Bigdeli, Ali and Baines, Timothy S (2018). Snakes and Ladders in Servitization:Using a Game to Capture Inhibitors and Enablers of Transformation. Research Technology Management, 61 (6), pp. 37-47.


Servitization is the process by which manufacturers transition to building revenue streams through services rather than solely through the sale of products. The development of new services offerings entails business model change and organizational transformation; these transformation processes remain poorly understood. To contribute knowledge to bridge this gap, we developed a novel research method that adapts the classic board game Snakes and Ladders to a proposed transformation roadmap. Mapping transformation steps to the game board and assigning inhibitors to snakes and enablers to ladders enabled us to capture data related to the inhibitors and enablers associated with transformation over time. This approach, which embedded data generation in an entertaining game, provides a balance between data generation and engagement with participants and offers an opportunity for industrial stakeholders to share insights.

Publication DOI:
Divisions: Aston Business School > Operations & Information Management
Aston Business School > Advanced Services Group
Aston Business School
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis Group in Research-Technology Management on 5 Nov 2018, available online at: Funding: This work was supported by EPSRC Grants EP/K014064/1, EP/K014072/1, and EP/K014080/1, Transforming the Adoption of Product-Service Systems through Innovations in Applied Gaming Technology, a joint project of the Advanced Services Group, Aston Business School, and the Advanced Manufacturing Research Centre, University of Sheffield.
Uncontrolled Keywords: Servitization,Service transformation,Gamification,advanced services
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Related URLs: https://www.tan ... 08.2018.1516930 (Publisher URL)
Accepted Date: 2018-09-17
Published Online Date: 2018-11-05
Authors: Andrews, Daniel ( 0000-0001-8347-0267)
Dmitrijeva, Jekaterina
Ziaee Bigdeli, Ali ( 0000-0002-8128-0918)
Baines, Timothy S



Version: Accepted Version

Access Restriction: Restricted to Repository staff only until 5 May 2020.

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