Business capability approach for product experience management

Tuotekokemuksen hallinta (PXM) on viime vuosien aikana syntynyt uusi konsepti, joka keskittyy hyvien tuotekokemusten mahdollistamiseen koko asiakaspolun ajan tavoitteena luoda sitoutuneisuutta ja siten kilpailuetua pitkällä aikavälillä. PXM pohjautuu kaupallisen tuotetiedon hallintaan (PIM) ja se...

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Main Author: Seppänen, Jonne
Other Authors: Informaatioteknologian tiedekunta, Faculty of Information Technology, Informaatioteknologia, Information Technology, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2022
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/80563
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author Seppänen, Jonne
author2 Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology Jyväskylän yliopisto University of Jyväskylä
author_facet Seppänen, Jonne Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology Jyväskylän yliopisto University of Jyväskylä Seppänen, Jonne Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology Jyväskylän yliopisto University of Jyväskylä
author_sort Seppänen, Jonne
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description Tuotekokemuksen hallinta (PXM) on viime vuosien aikana syntynyt uusi konsepti, joka keskittyy hyvien tuotekokemusten mahdollistamiseen koko asiakaspolun ajan tavoitteena luoda sitoutuneisuutta ja siten kilpailuetua pitkällä aikavälillä. PXM pohjautuu kaupallisen tuotetiedon hallintaan (PIM) ja se onkin syntynyt erottautumistekijäksi kilpailuilla PIM-markkinoilla. Konseptin alkuperästä johtuen markkinoilla vallitseva ajattelutapa on varsin teknologiakeskeinen, ja sen konkreettiset rakenteet ja ominaispiirteet ovatkin vielä jäsentymättömiä, mikä perustelee tämän tutkimuksen tarpeen. Tämä tutkimus jäsentää konseptia tutkimalla tuotekokemuksen hallinnan kokonaisvaltaisuutta ottamalla kantaa myös muihin oleellisiin näkökulmiin teknologian lisäksi. Tutkimuksessa muodostettiin kattava teoreettinen pohja, jonka tuotoksena esitettiin oleelliset näkökulmat kokonaisvaltaisen PXM lähestymistavan saavuttamiseksi. Näkökulmia hyödynnettiin tutkimuksen myöhemmissä vaiheissa, joissa tutkimuksen päätavoitteena ollut PXM kyvykkyysmalli rakennettiin. Kyvykkyysmalli suunniteltiin ja kehitettiin DSRM (design science research methodology) ja TOGAF® (The Open Group Architecture Framework) periaatteita noudattaen. Rakennettu kyvykkyysmalli kuvaa tuotekokemuksen hallinnan kokonaisvaltaisen olemuksen kyvykkyyskartan muodossa. Se kuvaa välttämättömät PXM liiketoimintakyvykkyydet havainnoinnin (sensing), haltuunoton (seizing) ja muutoksen (transforming) näkökulmista pitkän aikavälin kilpailukyvyn huomioimiseksi. PXM kyvykkyysmalli kehitettiin osana tätä tutkimusta oikeassa liiketoimintaympäristössä IT-palvelusektorin yrityksessä. Kyvykkyysmalli havainnollistettiin ja arvioitiin oikeissa liiketoimintatapauksissa sen validiteetin, käyttökelpoisuuden ja ohjaavana periaatteena toimineen ymmärryksen kasvattamisen varmistamiseksi. Lopputulemana kehitetty kyvykkyysmalli todettiin riittäväksi ratkaisemaan tunnistetut liiketoiminnan ongelmat ja esittämään kokonaisvaltainen kuva tuotekokemuksen hallintaan vaadittavista eri liiketoimintakyvykkyyksistä. Product experience management (PXM) is novel concept that has made its inception in recent years. PXM focuses on enabling good product experiences across customer journeys to create commitment and thus competitive advantage. It originates from product information management (PIM) and has resulted as an outcome of endeavors for differentiation in competed markets. Due to its origins, the existing market paradigm is rather technology-centric, and concrete structures and characteristics of it are still vague due to its novelty. This study enlightens the concept by examining the full extent of PXM addressing also the other relevant aspects in addition to technology which justifies the research for this topic. A firm theoretical knowledge base was constructed through which the relevant aspects to be considered in the comprehensive PXM approach were constituted. They were utilized in the later phases of the study where the main objective of constructing an artifact was fulfilled. The artifact, PXM business capability model, was designed and developed following the design science research methodology (DSRM) and TOGAF® (The Open Group Architecture Framework) principles. The constructed business capability model illustrates the full extent of PXM in a form of business capability map. It covers the necessary PXM business capabilities in sensing, seizing, and transforming aspects for ensuring the standpoint for competitive advantage and business success in long term. PXM business capability model was developed as a part of this study in real business environment enabled by information technology service sector case company. The model was demonstrated and evaluated through the real business issue cases to ensure its validity and utility for enhancing PXM understanding as a guiding principle. As a conclusion, the business capability model was stated to be sufficient to help solve the identified business issues and represent a comprehensive illustration of PXM.
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spellingShingle Seppänen, Jonne Business capability approach for product experience management product experience management product information management business capability modeling business capability map Tietojärjestelmätiede Information Systems Science 601 kilpailuetu tuotetiedot competitive advantage product information
title Business capability approach for product experience management
title_full Business capability approach for product experience management
title_fullStr Business capability approach for product experience management Business capability approach for product experience management
title_full_unstemmed Business capability approach for product experience management Business capability approach for product experience management
title_short Business capability approach for product experience management
title_sort business capability approach for product experience management
title_txtP Business capability approach for product experience management
topic product experience management product information management business capability modeling business capability map Tietojärjestelmätiede Information Systems Science 601 kilpailuetu tuotetiedot competitive advantage product information
topic_facet 601 Information Systems Science Tietojärjestelmätiede business capability map business capability modeling competitive advantage kilpailuetu product experience management product information product information management tuotetiedot
url https://jyx.jyu.fi/handle/123456789/80563 http://www.urn.fi/URN:NBN:fi:jyu-202204122241
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