Part II: Transformation Process (Clarification of the 'How?')
2. What were the key internal and external resources and competences needed to develop the performance-oriented system?
2.1. How did your company develop missing competences throughout the development process?
2.2. How does your company’s previous operating business facilitated or constrained the development process of the performance-oriented system?
2.3. And how did you overcome the barriers created by the company's past?
...
3. With whom and how do you or did you collaborate to develop the performance-oriented system?
3.1. Why did you choose to collaborate with the partners?
3.2. What competences and resources are those partners contributing?
3.3. How did you select your partners? Or were those firms your partners before?
3.4. How did your partnerships changed during the evolution of the system?
...
4. What were managerial aspects for the development of the performance-oriented system that were different from other innovation projects?
4.1. Regarding Innovation Process Management ?
4.2. Regarding Idea Generation Phase? Development Phase? Prototyping Phase?
4.3. Who was involved in key decision making along the innovation process?
...
Appendix
Overview of Research Findings:
Analysis of the Firm Environment:
Finding 1: Changing user preferences in terms of knowledge, time and capital deployment for product acquisition and operation have facilitated the development of performance-oriented systems.
Finding 2: The firm´s motivation to develop a performance-oriented system is predominantly economic driven; ecological benefits are regarded as a side effect.
Adaption of Firm Resources for Value Creation:
Finding 3: A firm is redrawing its boundary towards offering the performance of several joint resources to the user, instead of selling single complements. This downward integration of the value chain results in an increased elasticity of resource deployment for the user.
Finding 4: To develop a Performance-oriented System, a firm is transferring its existing resources from prior business as well as integrating complementary external resources that are essential to initially provide the system performance.
Adaption of Firm Resources for Value Appropriation:
Finding 5: The installation of a performance-oriented system requests the development of a dedicated module that connects the different components. The development of this integrating module is done internally as it is the key component.
Finding 6: Close collaboration between user and firm allows discovery-based continuous development of the system rather than discrete innovation resulting in a higher innovation rate and speed.
Finding 7: Product resources are constantly outsourced by the firm with increasing system size. Only the platform and its directly related service resources are kept internal to remain flexible in rising systems.
Finding 8: The incentive regime of a performance-oriented system is oriented towards resource efficiency. Thus, the implementing firm needs to develop processing
knowledge and systematically reduce slack of the system components.
Contextual Factors for System Development:
Finding 9: The implementing firms create an independent organizational structure to facilitate the continuous adaption of the performance-oriented system.
Finding 10: An industry phase of saturation as well as environmental legislations facilitate the installation of performance-oriented systems as a complementary offering in the industry.
Pilot Study: NameIndustryTypeCountryParental CompanyYear Car 2 goMobilityProduct InnovatorGermanyDaimler2008Free-Floating Carsharing Connect by HertzMobilityService InnovatorGermany Hertz2008Station-Based Carsharing Better PlaceMobilityNew EntrantIsraelNA2007Vehicle Battery Sharing Main Study: NameIndustryTypeCountryParental CompanyYear Cabot Speciality FluidsChemical ManagementProduct InnovatorUnited KingdomCabot Corporation1997Cesium Formate Brine Leasing SAFECHEMChemical ManagementProduct InnovatorGermanyDow Chemical2005Cleaning Solvent Leasing TiefenbacherChemical ManagementService InnovatorAustriaTiefenbacher2006Paint Stripping Solvent Leasing AmvitechChemical ManagementNew EntrantGreeceNA1983Cleaning Solvent Leasing Print ClothChemical ManagementNew EntrantUnited KingdomNA1992Cleaning Cloth Service Printers Cloth CompanyChemical ManagementNew EntrantUnited KingdomNA1991Printers Cloth Service City Car ClubMobilityNew EntrantUnited KingdomNA2000Carsharing Scheme DriveNowMobilityProduct InnovatorGermanyBMW; Sixt2011Carsharing Scheme GoGetMobilityNew EntrantAustraliaNA2002Carsharing Scheme Mobiltiy Car SharingMobilityNew EntrantSwitzerlandNA1997Carsharing Scheme Mu by PeugotMobilityProduct InnovatorFrancePeugot2010Carsharing Scheme ZazcarMobilityService InnovatorBrazilBrasil Car Leasing Corp.2009Carsharing Scheme AmadeusICTService InnovatorSpainLufthansa, Air France et al.2010SasS - Hotel Booking Platform AqillaICTNew EntrantUnited KingdomNA2006SaaS - Accounting Software Open ERPICTProduct InnovatorBelgiumOpenERP2009SasS - Enterprise Resource Planning SageOneICTProduct InnovatorUnited KingdomSage Group2009SaaS - SME Finance Software Telfonica AplicatecaICTService InnovatorSpainTelefonica, NEC2009SaaS - Small Applications Platform WebforumICTNew EntrantSwedenNA1997SaaS - Project Mangagement SunTankEnergyProduct InnovatorSouth AfricaSun Tank2004New Energies Solar Heating Program KayemaEnergyService InnovatorSouth AfricaKayema2009Power Purchase Agreement (PPA) CBE SolarEnergyNew EntrantBrazilNA2007Solar Water Heating Program SunEdisonEnergyNew EntrantUSANA2004Power Purchase Agreement (PPA) Tioga EnergyEnergyNew EntrantUSANA2007SurePath Solar PPA Lakeland ElectricEnergyService InnovatorUSALakeland Elektric1999Solar Hot Water Program Description Chemical Leasing and Printers Cloth Services provides the performance of the respective chemical to the user. Functional Units, e.g. applied surface area, are used for remuneration instead of volume or weight of the chemical. Production, distribution and withdrawal of fluids as well as their reclamation lies within the stewardship of the firm. A range of technical services complements the offering. Station-based or free-floating Carsharing provide the performance of cars, 'mobility', on-demand to the user. Available vehicles in the vicinity can be located and booked online, via phone application or visually on the street. The remuneration is based on minutes or hours. Additional Services as fuel, maintenaince, incurance, etc. are included Solar Heating Programs or Power Purchase Agreements delive 'thermal heat' or 'electricity' generated through decentralized renewable energy sources. Users are charged for the system performance on a fixed monthly basis instead of purchasing solar-technologies. The providing firm installs, operates and maintains the technological system.
Software-as-a-Service or SaaS provide the performance of a dedicated software through a platform via the internet on demand, anywhere and at anytime to the user. System implementation, upgrade, security, maintenance and advancements are included in the offerings.
Station-based or free-floating Carsharing provide the performance of cars, 'mobility', on-demand to the user. Description