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The Rise of Direct-to-Customer: Exploring Solution-Oriented Value Architectures Influenced by Digitalization, Sustainability, and Productivity

In: Smart Services Summit

Author

Listed:
  • Johanna Knapp

    (University of St. Gallen)

Abstract

This study explores the drivers behind product companies adapting their value architectures (VAs) involving channel partners to engage more directly with B2B end customers through direct-to-customer (DTC) approaches. Focusing on digitalization, sustainability, and productivity concerns, it examines how these trends influence the adoption of DTC models during the shift from product to solution-oriented offerings. Conducted over two years, this qualitative single-case study in the construction industry investigates a tools manufacturer transitioning to solution-oriented offerings. This research highlights the emergence of hybrid value architectures, combining direct and indirect channels, and emphasizes the importance of collaboration between product companies and channel partners to deliver comprehensive, solution-oriented offerings. The findings contribute to the discourse on change drivers and their implications for manufacturers’ value architectures. By incorporating perspectives from manufacturers, distributors, and customers, this study offers a deeper understanding of the servitization process for incumbent manufacturers.

Suggested Citation

  • Johanna Knapp, 2025. "The Rise of Direct-to-Customer: Exploring Solution-Oriented Value Architectures Influenced by Digitalization, Sustainability, and Productivity," Progress in IS, in: Shaun West & Jürg Meierhofer & Thierry Buecheler & Giulia Wally Scurati (ed.), Smart Services Summit, pages 149-162, Springer.
    • Handle: RePEc:spr:prochp:978-3-031-86958-7_11
    DOI: 10.1007/978-3-031-86958-7_11
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