I know I haven't written for a while, so here comes an update after my visit to UC Berkeley.
In addition to writing mandatory assignments I have been developing the problem statement for my PhD project – with related hypotheses. For the time being, the problem statement concerns the lack of knowledge and conceptualization related to services in business model constructs. Much of the business model literature still applies the product logic where the user is considered as a passive receiver of value. Consequently, the inclusion of the user’s infrastructure in the value creation logic of business models is seemingly in need of rigorous development. I have therefore spent time on conceptualizing a model where the business model of the provider and user is integrated as part of a service system. By considering two business models, one is compelled to consider the infrastructure (skills, processes and network) of the user as a critical component of a service development endeavor.
In order to test out my hypotheses, technology induced service innovations in elderly care will be the empirical focus of attention. The emerging resource challenges related to the care of elderly as “baby boomers” head for retirement are enormous and indeed call for collaborative efforts. In order to provide sound innovations which might aid care workers and concurrently increase care quality a deep understanding of user needs is required.
A pilot project is now being organized to collect data in Østfold, Norway. The idea is to identify the most important problems in private homes where elderly need help. The focus is set on understanding problem parameters such as: importance, frequency and frustration related to different ‘jobs to be done’. By applying a framework where we are able to understand the infrastructure of the user we might be able to identify accompanying technologies and business models more precisely in the context of Norwegian elderly care.
