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


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.

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Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
College of Business and Social Sciences > Aston Business School > Advanced Services Group
College of Business and Social Sciences > Aston Business School
Funding Information: 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 Sch
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:
Uncontrolled Keywords: Servitization,Service transformation,Gamification,advanced services
Publication ISSN: 1930-0166
Last Modified: 24 Apr 2024 07:15
Date Deposited: 16 Oct 2018 13:22
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Related URLs: https://www.tan ... 08.2018.1516930 (Publisher URL)
PURE Output Type: Article
Published Date: 2018-11-05
Accepted Date: 2018-09-17
Authors: Andrews, Daniel (ORCID Profile 0000-0001-8347-0267)
Dmitrijeva, Jekaterina (ORCID Profile 0000-0001-5823-7113)
Ziaee Bigdeli, Ali (ORCID Profile 0000-0002-8128-0918)
Baines, Timothy S (ORCID Profile 0000-0002-7518-2967)



Version: Accepted Version

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