Productization of a communication service - Case Communicea Oy

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Ahokas, Reetta 2012-06-06T01:30:37Z 2012-06-06T01:30:37Z 2012
dc.description.abstract Objective of the Study This study examined the productization process in the context of communication services. This study focused on the productization process of a communication service in the case company. The objective of this study was to find out how communication service providers can benefit from service productization and how communication service can be turned into a service product that reflects the specific attributes and benefits of the offering. Four research questions were: 1. What is the purpose of service productization? 2. What are the main steps in a service productization process? 3. What are the perceived benefits of a service productization? 4. What are the perceived challenges in service productization? Methodology and Data A qualitative research approach and a single case study method were used in this thesis. The empirical data consisted of eight semi-structured interviews of case company’s personnel and an outside productization consultant. The research problem was approached on the basis of a theoretical framework, which was constructed drawing from the academic literature on service development, service productization and corporate communication. Findings and Conclusions The findings of this study show that communication service providers could benefit substantially from productization. Moreover, the abstract nature of communication services highlights the importance of productization. Productization makes the elusive communication service more controllable, thus increasing the overall efficiency and quality of the service. However, it is important to notice that productization alone does not create competitiveness nor improve performance. It is essential that the development of a communication service starts from the recognition of the customer need and the problem that the service aims to solve. Overall productization makes the service and its production more controllable, and thus more efficient and rational. Efficiency in turn increases profitability and supports sustainable growth, which are the underlying goals of productization. Therefore, this study argues that it is crucial for the overall success of a communication service provider to productize their service offerings. en
dc.format.extent 86
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Productization of a communication service - Case Communicea Oy en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Communication en
dc.contributor.department Viestinnän laitos fi
dc.subject.keyword Productization
dc.subject.keyword productization process
dc.subject.keyword international business communication
dc.subject.keyword corporate communication
dc.subject.keyword service
dc.subject.keyword communication service
dc.subject.keyword service product
dc.subject.keyword service development
dc.identifier.urn URN:NBN:fi:aalto-201206071751
dc.type.dcmitype text en
dc.programme.major International Business Communication en
dc.programme.major International Business Communication fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon kansainvälinen
dc.subject.helecon international
dc.subject.helecon tuotteistaminen
dc.subject.helecon commodification
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon prosessit
dc.subject.helecon processes
dc.subject.helecon kehitys
dc.subject.helecon development
dc.ethesisid 12825 2012-05-07
dc.location P1 I

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