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Research Talks & Research Seminar: Prof. M. Mocker & Ainara Novales

04/12/2015, 10:00

Prof. M. Mocker & Ainara Novales from ESB Business School, Reutlingen University, talk about: "What it Takes to Become a Digitized Product Company"


Practitioners and industry experts (e.g., Jeff Immelt, Marc Andreesen) have argued that "every company has to become a software company." More generally speaking, companies' products are becoming increasingly digitized.
So far, IS research has mostly focused on the digitization of processes though. The digitization of products (e.g., enriching physical products with software, data, sensors, etc.) has received relatively little attention.
We recently embarked on a study that aims at identifying the challenges that companies face when moving from physical to digitized products, as well as how they can address these challenges.
Our research is still in an early stage. In this interactive session, we would like to motivate our research, share some examples from practice, present preliminary findings from a literature review, and discuss about and get feedback on our approach.

 

About the Researchers:

Ainara Novales is a researcher at ESB Business School, Reutlingen University. Her research focuses on product digitization. She obtained her MSc in Operations and Innovation Management from Aalborg University, Denmark and her BSc in Industrial Organization Engineering from Mondragon University Spain.

Martin Mocker is a professor of business administration and information systems at ESB Business School, Reutlingen University. He is also a research affiliate at MIT Sloan's Center for Information Systems Research (CISR). His research has been published for example in MIS Quarterly, European Journal of Information Systems and Sloan Management Review.