Introducing the service robot innovation canvas

Chelsea Phillips*, Marc Becker, Gaby Odekerken-Schröder, Dominik Mahr

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterAcademic

Abstract

Service robots present a new frontier in the provision of services, with far-reaching implications for customers and managers alike. The purpose of this chapter is to examine how service robots impact service providers' current marketing strategies. For this, the authors perform an integrative, nonsystematic review of international gray and academic literature to understand how both practitioners and academics perceive the impacts of the technology. Based on this analysis, the present work identifies three key themes that emerge from the current state of practitioner and academic research, namely (1) service robots demand new core business capabilities and competencies, (2) service robots offer new value propositions, and (3) service robots impact not only service providers' cost structures but also revenue streams. These insights are combined into the Service Robot Innovation Canvas, a visual tool for service providers to identify the impact of service robot implementations on a company's marketing strategy. In addition, based on the analyzed literature, the most pressing questions for researchers are laid out in a research agenda.
Original languageEnglish
Title of host publicationThe Impact of Digitalization on Current Marketing Strategies
EditorsL. Matosas-López
PublisherEmerald Group Publishing Ltd.
Pages97-115
Number of pages19
ISBN (Electronic)9781837536863
ISBN (Print)9781837536870
DOIs
Publication statusPublished - 14 Mar 2024

Keywords

  • Business capabilities
  • Business model
  • Innovation
  • Marketing strategy
  • Research agenda
  • Service robots

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