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Architecting Digital Products and Services
Abstract
Enterprises are currently transforming their strategy, processes, and their information systems to extend their degree of digitalization. The potential of the Internet and related digital technologies, like Internet of Things, services computing, cloud computing, artificial intelligence, big data with analytics, mobile systems, collaboration networks, and cyber physical systems both drives and enables new business designs. Digitalization deeply disrupts existing businesses, technologies and economies and fosters the architecture of digital environments with many rather small and distributed structures. This has a strong impact for new value producing opportunities and architecting digital services and products guiding their design through exploiting a Service-Dominant Logic. The main result of the book chapter extends methods for integral digital strategies with value-oriented models for digital products and services which are defined in the framework of a multi-perspective digital enterprise architecture reference model.
... Enterprise Architecture (EA) [19,20] has evolved for more than a decade as a discipline with a scientific background and functional decision-support capabilities and models for forward-looking AI technology-based businesses and digital organizations [21]. Enterprise architecture aims to model, align, and understand essential interactions between business and IT to set the stage for a well-aligned and strategically oriented decision framework for both digital business and digital technologies [22]. ...
... In our understanding, a successful digital service platform [32] should support a network of actors and host a set of loosely coupled open services and software products as part of a rapidly growing digital ecosystem [12]. The DEA Cube (Digital Enterprise Architecture Reference Cube) in Fig. 2 extends our holistic architecture reference and classification framework from [21] to drive bottom-up integration of dynamically composed micro-granular architecture services and their models. Furthermore, the DEA Cube abstracts from a particular business scenario or technology because it can be applied to different architectural instantiations to support intelligent ecosystems independently of different domains. ...
The current advancement of Artificial Intelligence (AI) combined with other digitalization efforts significantly impacts service ecosystems. Artificial intelligence has a substantial impact on new opportunities for the co-creation of value and the development of intelligent service ecosystems. Motivated by experiences and observations from digitalization projects, this paper presents new methodological perspectives and experiences from academia and practice on architecting intelligent service ecosystems and explores the impact of artificial intelligence through real cases supporting an ongoing validation. Digital enterprise architecture models serve as an integral representation of business, information, and technological perspectives of intelligent service-based enterprise systems to support management and development. This paper focuses on architectural models for intelligent service ecosystems, showing the fundamental business mechanism of AI-based value co-creation, the corresponding digital architecture, and management models. The focus of this paper presents the key architectural model perspectives for the development of intelligent service ecosystems.
... The results reveal that the selected researchers have focused on management of digital transformation. The researchers in the red cluster published the most articles on architecting, including digital products and services (Zimmermann, Schmidt, Sandkuhl, Jugel et al., 2021), digital platforms, intelligent digital systems (Zimmermann, Schmidt, Sandkuhl, El-Sheikh et al., 2021), digital enterprises (Zimmermann et al., 2016), and decision management (Zimmermann et al., 2018). They also explored the impact of digital transformation in the context of banking, insurance, and libraries. ...
This paper aims to provide an overview of academic research within the field of digital transformation. The authors conduct a bibliometric analysis using VOSviewer, Harzing's Publish or Perish, and SciMAT to evaluate and visualize the bibliographic materials. The analysis focuses on journals, papers, researchers, institutions, and countries, using bibliometric indicators such as productivity, citations, H-index values, and TLS values. Graphical analyses illustrate co-authorship, co-occurrence of keywords, evolution of research topics, and network of influential researchers within digital transformation. The results complement each other and show that Germany, the United States, and the Russian Federation are the most influential countries in digital transformation research. Additionally, the results suggest that collaboration within this field is still weak, and many research topics are just beginning to emerge. This research provides a summary of most of the key aspects in digital transformation research and helps lay the groundwork to shape the future of this growing field.
... Services architecture refers to the approach to and the outcome of designing and managing service processes that cater to the dynamic needs of people (e.g., employees and customers) and the experiential elements of their physical surroundings. Digitalization is transforming the services industry, and the introduction of the term architecture recognizes that architecting digital products and intelligent service ecosystems is becoming the dominant paradigm (Zimmermann et al. 2021). Our review of the services advertising literature identified three recurring dimensions for this component of the framework: nature, characteristics, and type. ...
Services and economic growth are inseparably connected in developed economies. However, digitally enabled transactions continue to transform how services are conceptualized, produced, and delivered around the world. These changes blur the lines between goods and services by creating new combinations of products that call into question fundamental generalizations of the traditional services advertising paradigm. To redress this flaw and regenerate interest in an underexploited research domain, this article (1) introduces a literature-based generalized framework for services advertising and (2) provides a future research agenda for reengaging academicians and practitioners. Although the theoretical basis for services advertising received attention soon after the concept of services marketing was born, it peaked between 1996 and 2005, before waning over the past 15 years. The diminution of empirical attention to this important topic was due, in part, to an overreliance on the traditional goods/services distinction, the lack of an agreed-upon definition, and the theory–practice gap in service-based marketing. Resurrection of this critically needed research will allow new advertising strategies to be developed that will enhance both theory testing and practitioner needs.
... Services architecture refers to the approach to and the outcome of designing and managing service processes that cater to the dynamic needs of people (e.g., employees and customers) and the experiential elements of their physical surroundings. Digitalization is transforming the services industry, and the introduction of the term architecture recognizes that architecting digital products and intelligent service ecosystems is becoming the dominant paradigm (Zimmermann et al. 2021). Our review of the services advertising literature identified three recurring dimensions for this component of the framework: nature, characteristics, and type. ...
Services and economic growth are inseparably connected in developed economies. However, digitally-enabled transactions continue to transform how services are conceptualized, produced, and delivered around the world. These changes blur the lines between goods and services by creating new combinations of products that call into question fundamental generalizations of the traditional services advertising paradigm. To redress this flaw and regenerate interest in an underexploited research domain, this paper (1) introduces a literature-based “Generalized Framework for Services Advertising”; and (2) provides a future research agenda for re-engaging academicians and practitioners. Although the theoretical basis for services advertising received attention soon after the concept of services marketing was born, it peaked between 1996 to 2005, before waning over the past 15 years. The diminution of empirical attention to this important topic was due, in part, to an overreliance on the traditional goods/services distinction, the lack of an agreed upon definition, and the theory-practice gap in service-based marketing. Resurrection of this critically needed research will allow new advertising strategies to be developed that will enhance both theory testing and practitioner needs.
Keywords: Services advertising, theory building, servitization, product-service hybrids,
digitization, academic-practice gap
The World is evolving through digital systems and can be able to make the process of automation in storing the data and providing the credentials to the employee becomes easy and monitoring the employee's performance will be very easy and makes sense too. The most digital enterprise will be actively living and be running through the artificial intelligence system and in this proposed we use Tensor flow to navigate the data sets. In this proposed method the employees working status, monitoring their mind navigation whether they are working in the proper condition or having trouble in working. If so they will be given some medications and some entertainment classes to enjoy their work. This is how the proposed system changes the working atmosphere for the employee to completely have a great working ambiance and will have a change over from their usual chores. The Tensor flow is used to enhance the working of the proposed system. The most important technique in this proposed system is to propagate the delicate data sets and maintain a great source of information. The classy pop-up message will produce an important source of maintaining the process. The proposed system changes the employees working status to a friendly one to enhance the culture and levitate the people's mood swings and make them comfortable at work. The real-time data will be stored in the cloud for further assistance and improvement in the AI modules by feeding the new data sets. Does it makes any sense and will be useful to the working people. It will be a huge question among the commoners but it will help the active cycle of the people actively participating in their work. It will completely change the work nature and process.
Intelligent Digital transformation (DX) targets the implementation of interconnecting, smart, and self-controlled business processes by utilizing various technologies such as the Internet of Things (IoT), cloud computing, and data analytics. Organizations have been trying to reshape their business processes and transform them into a smart environment to have competitive advantages in the market. The literature review reveals a fundamental need for a measurement framework for intelligent DX strategy management to assist companies in measuring their current capabilities and guiding them to improve their existing situation in a standardized, objective, and more intelligent way. To address this research gap, this chapter proposes a measurement framework that aims to enable organizations to evaluate readiness and their current DX strategy capabilities. The framework consists of dimensions, corresponding sub-dimensions, and metrics to guide the organizations toward intelligent DX strategy management. The main contributions of the study are as follows: establishing a common base for performing an assessment for intelligent DX strategy management, benchmarking their capabilities with other organizations, and providing a roadmap towards achieving a higher capability level to maximize the economic benefits of DX. The measurement process is shown in order to demonstrate the applicability of the proposed measurement framework.
Enterprise architecture (EA) is useful for effectively structuring digital platforms with digital transformation in information societies. Moreover, digital platforms in the healthcare industry accelerate and increase the efficiency of drug discovery and development processes. However, there is the lack of knowledge concerning relationships between EA and digital platforms, in spite of the needs of it. In this paper, we investigated and analyzed the process of drug design and development within the healthcare industry, together with related work in using an enterprise architecture framework for the digital era named the Adaptive Integrated Digital Architecture Framework (AIDAF), specifically supporting the design of digital platforms there. Based on this analysis, we evaluate a method and propose a new reference architecture for promoting digital platforms in the healthcare industry, with future specific aspects of them making effective use of Artificial Intelligence (AI). The practical and theoretical contributions include: (1) Streamlined processes through digital platforms in organizations. (2) Informal knowledge supply and sharing among organizational members through digital platforms. (3) Efficiency and effectiveness in planning production and business for drug development. The findings indicate that EA with digital platforms using the AIDAF contribute to digital transformation with effectiveness for new drugs in the healthcare industry.
The concepts of value-in-use and value-in-exchange have provided the theoretical foundation for scholarly thought since antiquity. The latter has exerted particular influence in economic and business thought since the time of Adam Smith. However, several value-related research streams have, more recently, drawn attention to the contextual and experiential nature of value creation and determination, shifting primary attention to the importance of value-in-use. The convergence of these streams can be seen in the transcending conceptual framework of service-dominant (S-D) logic and its service-ecosystem perspective. Despite its origination in marketing, S-D logic increasingly represents an interdisciplinary endeavour. This commentary elaborates S-D logic’s conceptualization of value—‘a change in the viability of a system’—by capturing the nature of value through four propositions: (1) value is phenomenological, (2) value is always co-created, (3) value is multidimensional and (4) value is emergent. It also provides some specific suggestions for how future scholarly work can contribute to the further refinement of the understanding of value.
New digital technologies present both game-changing opportunities for-and existential threats to-companies whose success was built in the pre-digital economy. This article describes our findings from a study of 25 companies that were embarking on digital transformation journeys. We identified two digital strategies-customer engagement and digitized solutions-that provide direction for a digital transformation. Two technology-enabled assets are essential for executing those strategies: an operational backbone and a digital services platform. We describe how a big old company can combine these elements to navigate its digital transformation.
Extant research gives rise to the notion of business-model-based management that stresses the pivotal role of the business model concept in organizational management. This role entails a shift in research from predominantly examining business model representation to the use of the business model concept in the design of management methods. In designing respective management methods, managers need to not only account for the business model concept, but also consider the characteristics of the emerging business environments in which business models are devised. To this, our study guides the design of business-model-based management methods through exploiting service-dominant logic, a theoretical lens that conceptualizes the emerging business environment. By means of design science research, this study develops four design principles for business-model-based management methods namely, ecosystem-, technology-, mobilization-, and co-creation-oriented management. This study also articulates the principles' rationale and implications and discusses their contribution in achieving business-model-based management.
Owing to the rapid and unrelenting digitalization of business ecosystems, digital infra-structure—as a new information technology artifact to conceptualize and realize interconnected information system collectives—has drawn considerable attention in information systems research. Building on the extant body of knowledge, this study synthesizes and integrates existing discourses into a theoretical framework to contribute to the conceptualization of and to prospective theorizations on digital infrastructure. This theoretical framework follows distinctive assumptions of service-dominant logic to business ecosystems and accounts for socio-technical complexity of digital infrastructure to eventually derive six theoretical foundations of digital infrastructure. While three foundations (i.e., structural integrity, structural elasticity, and ambidexterity) reflect fundamental bases of digital infrastructure, the other three foundations (i.e., connectivity, generativ-ity, and modularity) reflect underlying mechanisms that cause and shape digital infra-structure's fundamental bases. These insights represent an overall study's first step whose next steps and the expected outcomes are also discussed.
The Substitution, Augmentation, Modification, and Redefinition (SAMR) model is a four-level, taxonomy-based approach for selecting, using, and evaluating technology in K-12 settings (Puentedura 2006). Despite its increasing popularity among practitioners, the SAMR model is not currently represented in the extant literature. To focus the ongoing conversation regarding K-12 educators’ understanding and implementation of technology, we provide a critical review of the SAMR model using theory and prior research. We focus on the absence of context, its hierarchical structure, and the emphasis placed on product over process and conclude with suggestions to guide educators’ and researchers’ technology integration efforts.
An enterprise architecture tries to describe and control an organisation?'s structure, processes, applications, systems and techniques in an integrated way. The unambiguous specification and description of components and their relationships in such an architecture requires a coherent architecture modelling language. Lankhorst and his co-authors present such an enterprise modelling language that captures the complexity of architectural domains and their relations and allows the construction of integrated enterprise architecture models. They provide architects with concrete instruments that improve their architectural practice. As this is not enough, they additionally present techniques and heuristics for communicating with all relevant stakeholders about these architectures. Since an architecture model is useful not only for providing insight into the current or future situation but can also be used to evaluate the transition from ?as-is? to ?to-be?, the authors also describe analysis methods for assessing both the qualitative impact of changes to an architecture and the quantitative aspects of architectures, such as performance and cost issues. The modelling language and the other techniques presented have been proven in practice in many real-life case studies. So this book is an ideal companion for enterprise IT or business architects in industry as well as for computer or management science students studying the field of enterprise architecture. © Springer-Verlag Berlin Heidelberg 2005. All rights are reserved.
Service-dominant logic continues its evolution, facilitated by an active community of scholars throughout the world. Along its evolutionary path, there has been increased recognition of the need for a crisper and more precise delineation of the foundational premises and specification of the axioms of S-D logic. It also has become apparent that a limitation of the current foundational premises/axioms is the absence of a clearly articulated specification of the mechanisms of (often massive-scale) coordination and cooperation involved in the cocreation of value through markets and, more broadly, in society. This is especially important because markets are even more about cooperation than about the competition that is more frequently discussed. To alleviate this limitation and facilitate a better understanding of cooperation (and coordination), an eleventh foundational premise (fifth axiom) is introduced, focusing on the role of institutions and institutional arrangements in systems of value cocreation: service ecosystems. Literature on institutions across multiple social disciplines, including marketing, is briefly reviewed and offered as further support for this fifth axiom.
New or adapted digital business models have huge impacts on Enterprise Architectures (EA) and require them to become more agile, flexible, and adaptable. All this changes are happening frequently and are currently not well documented. An EA consists of a lot of elements with manifold relationships between them. Thus changing the business model may have multiple impacts on other architectural elements. The EA engineering process deals with the development, change and optimization of architectural elements and their dependencies. Thus an EA provides a holistic view for both business and IT from the perspective of many stakeholders, which are involved in EA decision-making processes. Different stakeholders have specific concerns and are collaborating today in often-unclear decision-making processes. In our research we are investigating information from collaborative decision-making processes to support stakeholders in taking current decisions. In addition we provide all information necessary to understand how and why decisions were taken. We are collecting the decision-related information automatically to minimize manual time intensive work as much as possible. The core contribution of our research extends a decisional metamodel, which links basic decisions with architectural elements and extends them with an associated decisional case context. Our aim is to support a new integral method for multi-perspective and collaborative decision-making processes. We illustrate this by a practice-relevant decision-making scenario for Enterprise Architecture Engineering.
Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to
a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F. (2004a)), there
has been considerable discussion and elaboration of its specifics. This article highlights and clarifies the salient issues
associated with S-D logic and updates the original foundational premises (FPs) and adds an FP. Directions for future work
are also discussed.
KeywordsService-dominant logic-New-dominant logic-Service
Analysis and planning of Enterprise Architectures (EA) is a complex task for stakeholders. The change of one architecture element has impact on multiple other elements because of manifold relationships and interactions between them. The interactive cockpit approach presented in this paper supports stakeholders planning and analyzing EAs and to tackle the intrinsic complexity. This approach supplies a cockpit with multiple viewpoints to put relevant information side-by-side without losing the context combined with interaction functionality. In this paper, we develop such cockpit starting with relevant use cases, describing a potential design based on well- established foundations in EA modeling, and outline an exemplary usage scenario.
Many IT projects fail to succeed in the market, as they start purely from technology. Much effort is therefore wasted, while the potential benefits are not realized. We argue that the design process should start with creating a business model, which is then translated to an architecture to ensure fitness for market of the future system. Therefore, we propose a mapping from Osterwalder's business modeling canvas and ontology to the enterprise architecture modeling standard ArchiMate, which makes the above translation possible and represents a formal basis for business modeling in ArchiMate. A case study illustrates the mapping between the two languages.
The current draft revision of ISO/IEC 42010 (IEEE Std 1471) proposes a formalization of architecture framework within the ontology of the standard. This paper discusses the origin of the concept, motivates its standardization in ISO/IEC 42010, and argues that a well-defined architecture framework should be a key component of any architecture description. The paper describes the application of the proposed construct to several well-known architecture frameworks.
Lankhorst and his co-authors present ArchiMate® 3.0, enterprise modelling language that captures the complexity of architectural domains and their relations and allows the construction of integrated enterprise architecture models. They provide architects with concrete instruments that improve their architectural practice. As this is not enough, they additionally present techniques and heuristics for communicating with all relevant stakeholders about these architectures. Since an architecture model is useful not only for providing insight into the current or future situation but can also be used to evaluate the transition from ‘as-is’ to ‘to-be’, the authors also describe analysis methods for assessing both the qualitative impact of changes to an architecture and the quantitative aspects of architectures, such as performance and cost issues.
The modelling language presented has been proven in practice in many real-life case studies and has been adopted by The Open Group as an international standard. So this book is an ideal companion for enterprise IT or business architects in industry as well as for computer or management science students studying the field of enterprise architecture.
This fourth edition of the book has been completely reworked to be compatible with ArchiMate® 3.0, and it includes a new chapter relating this new version to other standards. New sections on capability analysis, risk analysis, and business architecture in general have also been introduced.
Features and Benefits
· Introduces the ArchiMate® 3.0 modelling language for enterprise architecture, an Open Group standard
· Describes quantitative analysis methods to assess the impact of architectural changes
· Provides new insights on the use of architecture models in capability-based planning, portfolio management and risk management
· Briefly introduces industry standards and approaches like BPMN, UML, the Business Model Canvas, the Business Motivation Model and TOGAF 9.1 and relates them to ArchiMate® 3.0
· Extensive industry support
Many of the initial developments towards the Internet of Things have focused on the combination of Auto-ID and networked infrastructures in business-to-business logistics and product lifecycle applications. However, the Internet of Things is more than a business tool for managing business processes more efficiently and more effectively – it will also enable a more convenient way of life. Since the term "Internet of Things" first came to attention when the Auto-ID Center launched their initial vision for the EPC network for automatically identifying and tracing the flow of goods within supply-chains, increasing numbers of researchers and practitioners have further developed this vision. The authors in this book provide a research perspective on current and future developments in the Internet of Things. The different chapters cover a broad range of topics from system design aspects and core architectural approaches to end-user participation, business perspectives and applications.
Digitization is more than using digital technologies to transfer data and perform computations and tasks. Digitization embraces disruptive effects of digital technologies on economy and society. To capture these effects, two perspectives are introduced, the product and the value-creation perspective. In the product perspective, digitization enables the transition from material, static products to interactive and configurable services. In the value-creation perspective, digitization facilitates the transition from centralized, isolated models of value creation, to bidirectional, co-creation oriented approaches of value creation.
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