Uncertainty in Advanced Services: A Service Network Actors’ Perspective

Abstract

As manufacturers increasingly move towards offering guaranteed outcomes in advanced services to remain competitive, they face a complex web of uncertainties that can threaten their ability to deliver on these promises. The study expounds on how uncertainty impacts advanced services innovation from a service network actors’ perspective. The scope of this study extends to the perspective of broader service network actors due to their active involvement in advanced services. These actors include both internal and external stakeholders. The study aims to address the following research questions: RQ1: What uncertainties arise for internal stakeholders of a manufacturing firm when innovating advanced services? RQ2: What uncertainties arise for external stakeholders of a manufacturing firm when innovating advanced services? RQ3: What are the likely implications of these uncertainties for internal and external stakeholders of a manufacturing firm when innovating advanced services? boundaries for the phenomenon. Organisational Information Processing Theory is used to develop a research framework that guides the data collection. Data is collected from 3 cases of manufacturers and 16 embedded cases involving customers, distributors, and technology suppliers by interviewing 50 participants. The analysis presents insights through detailed within-case narratives and crosscase findings. The findings underscore various uncertainties faced by internal and external stakeholders grouped into different categories under organisational, relational, technical, and environmental domains. The implications of these uncertainties are thoroughly examined. The study makes substantial contributions to various literature streams and advances knowledge in the multi-actor context. The research bridges the gaps in existing literature and offers new insights into the uncertainties in advanced services. The study also makes significant contributions to practice by guiding firms to understand uncertainties at early development stages, enhancing collaboration among internal and external stakeholders, and improving long-term strategic planning for advanced services.