Rolf Gunnar Findsrud

• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2026). Navigating digital servitization in manufacturing SMEs through value propositions. Journal of Service Management (JOSM). ISSN 1757-5818. 37(3), p. 511–532. doi: 10.1108/josm-07-2024-0292. Full text in Research Archive Show summary

  Purpose The purpose of this study is to understand how manufacturing small and medium-sized enterprises (SMEs) can navigate digital servitization to cocreate value propositions. Design/methodology/approach The present exploratory study interviewed managers from 18 manufacturing SMEs holding managerial positions. The analysis started with a Gioia-inspired approach consisting of first establishing inductive first-order in vivo codes, followed by an abductive coding process based on current literature about cocreating value propositions. Findings The study identified three dimensions of digital servitization that manufacturing SMEs must undergo to transition to digital servitization and create value: (1) value-driven digitalization, (2) workforce-driven digitalization and (3) collaborative-driven digitalization. In these dimensions, entangled drivers and challenges related to customer demand, investments, employees and service platform providers must be addressed. A conceptual framework was developed for how manufacturing SMEs can navigate digital servitization and create value propositions. Research limitations/implications This study's manager-focused interviews may limit insights from an employee perspective. As employees play crucial roles as drivers and challenges in digital servitization, future research should incorporate employee interviews to gain a holistic understanding. While interviews within 18 manufacturing SMEs provide a broader perspective on navigating digital servitization to provide value propositions, they lack the depth that a single case study could offer. Originality/value This research advances the literature by offering insights into how manufacturing SMEs can use value propositions to navigate the three dimensions of digital servitization, including its drivers and challenges.

• Braathen, Petter & Findsrud, Rolf (2025). A Typology of Human–AI Value Cocreation. Journal of Creating Value. ISSN 2394-9643. 11(2), p. 238–252. doi: 10.1177/23949643251389315. Full text in Research Archive Show summary

  While automation replaces human labour in structured and repetitive tasks, augmentation enhances human capabilities through artificial intelligence (AI) collaboration. This article develops a typology of human–AI value cocreation, distinguishing between automation and augmentation capabilities across varying levels of task complexity. The proposed framework is structured along two dimensions: mode of technology engagement (automation vs augmentation) and complexity of task-in-context. The four resulting models of value creation are analyzed in terms of their temporal, spatial and hierarchical complexity, which shapes human–AI interaction in performing a given task. Temporal complexity relates to sequencing, timing and feedback loops; spatial complexity refers to physical environments and the integration of dispersed resources; and hierarchical complexity captures interdependence and interaction across micro- and macro-level structures. By introducing this structured analytical lens, the article contributes to a more holistic understanding of AI-enabled value creation. The findings may also inform a research agenda for future inquiry.

• Findsrud, Rolf; Hanssen, Martin & Sörhammar, David (2025). Toward a theory of sustainable resource integration. AMS Review. ISSN 1869-814X. 15, p. 142–156. doi: 10.1007/s13162-025-00315-y. Full text in Research Archive
• Kask, Johan & Findsrud, Rolf (2025). Exploring the Dark Sides of Digitalization in Entrepreneurship on Sustainability. In Audretsch, David B; Sörensson, Anna & Lundström, Anders (Ed.), Entrepreneurship, Sustainability and Social Responsibility. The Importance of Agenda 2030.. Springer. ISSN 9783031775123. p. 171–186. doi: 10.1007/978-3-031-77513-0_10. Full text in Research Archive Show summary

  Digital entrepreneurship, often praised as a driver for sustainability, is characterized by substantial “dark sides” that can impede its assumed benefits. This chapter critically explores these adverse unintended effects, focusing on four key areas: (1) rising energy consumption, (2) social inequality, (3) resource depletion, and (4) the concentration of power in the hands of tech giants. Through empirical illustrations, we demonstrate how digital innovations (such as AI, blockchain, and platform-based business models) may exacerbate environmental and social issues. This work calls for a systemic, polycentric approach to digital entrepreneurship, emphasizing the need for balanced governance, social justice, and sustainable energy management. By addressing these challenges, we aim to guide digital entrepreneurs toward a more inclusive and environmentally responsible future, thereby more closely aligning it with the United Nations’ Sustainable Development Goals (SDGs). This chapter serves as both a critical warning and a call to action for scholars, entrepreneurs, and policymakers to rethink the role of digitalization in entrepreneurship for sustainable development.

• Findsrud, Rolf & Tronvoll, Bård (2024). Human-Technology Symbiosis in Service: Insights from Dual-Process Theory, Humane Autonomous Technology: Re-thinking Experience with and in Intelligent Systems. Palgrave Macmillan. ISSN 9783031665271. p. 157–177. Full text in Research Archive
• Findsrud, Rolf & Tronvoll, Bård (2022). Deep Learning in Higher Education: A Service-Dominant Logic Perspective, Improving the Evaluation of Scholarly Work - The Application of Service Theory. Springer. ISSN 9783031176616. p. 131–149. doi: 10.1007/978-3-031-17662-3_9. Full text in Research Archive
• Findsrud, Rolf (2020). An Agile Approach to Service Innovation: Creating Valuable Service Innovation with Agile Resource Integration. Journal of Creating Value. ISSN 2394-9643. 6(2), p. 1–18. doi: 10.1177/2394964320961886. Full text in Research Archive Show summary

  Value creation through service innovation is challenging in complex, changing markets. Agility may be the key to understanding resource integration in dynamic contexts and what drives and enables service innovation. To understand service innovation, 12 interviews were conducted in four innovative companies. This study’s findings indicate that agility links adaptive and creative resource integration efforts in organizations, enabling actors to function smoothly together in dynamic contexts while engaging in disruptive activities. Creative resource integration is experimenting and reusing resources and practices in new contexts for the purpose of improving value creation. In retrospect, creative resource integration activities, which may not be considered innovative in the moment, are labelled as innovation based on aggregation. Being truly innovative requires the ability to be agile by proactively and reactively balancing adaptive and creative resource integration, the drive to constantly improve, and embracing a culture for agility congruent throughout the organization.

• Findsrud, Rolf & Dehling, Sebastian (2019). Resource Integration Processes as a Microfoundation for Service Innovation. In Kristensson, Per & Magnusson, Peter (Ed.), Service Innovation for Sustainable Business: Stimulating, Realizing and Capturing the Value from Service Innovation. World Scientific. ISSN 9789813273375. p. 95–116. doi: 10.1142/9789813273382_0006. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2018). Motivation: The missing driver for theorizing about resource integration. Marketing Theory. ISSN 1470-5931. 18(4), p. 493–519. doi: 10.1177/1470593118764590. Full text in Research Archive Show summary

  Resource integration is vital to value co-creation. However, most research focuses on competencies as enablers of resource integration and the social aspects that guide them. Based on a literature review of resource integration and motivation theories, this article proposes including motivation as a driver of resource integration and integrating concepts from motivation theories into the resource integration process. This approach extends the understanding and conceptualization of actors’ resource integration processes, such that motivation determines the direction, intensity, and persistence of effort. When they engage in behavioral and cognitive activities, actors interact with resources, which informs the actors and influences their competencies and motivation. Accordingly, motivation is central for a clear understanding of the psychological mechanisms of resource integration processes, as motivation expands the explanatory power of sociological factors by including intensity and persistence.

• Findsrud, Rolf & Tronvoll, Bård (2017). Resource integration in value co-creation: Integrative framework from S-D logic and Motivation Theory. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2016). Conceptualizing Resource Integration in Value Co-Creation Using Theories of Motivation. In Russo-Spena, Tiziana & Mele, Cristina (Ed.), What's ahead in service research: new perspectives for business and society: proceedings: 26th Annual RESER Conference 2016. University of Naples "Federico II". ISSN 9791220013840. Full text in Research Archive

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• Findsrud, Rolf & Kask, Johan (2025). Green Servitization as a Catalyst for Digital Transformation: A Sustainable Service Innovation Perspective. Full text in Research Archive
• Findsrud, Rolf; Braathen, Petter & Hanssen, Martin (2025). Conceptualizing the actor in Service Dominant Logic: A hierarchy of performability. Full text in Research Archive
• Findsrud, Rolf (2025). Symbiosen mellom menneske og maskin. Full text in Research Archive
• Findsrud, Rolf; Vink, Josina & Rodrigues, Vanessa (2024). Dynamics & tensions in service ecosystem sustainability. Full text in Research Archive
• Kask, Johan & Findsrud, Rolf (2023). Exploring the Dark Side of Digital Transformation in Sustainability Transitions. Full text in Research Archive
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital Servitization for a Circular Manufacturing Industry. In Vendrell-Herrero, Ferran & Vaillant, Yancy (Ed.), 10th International Conference on Business Servitization (ICBS 2023 - Barcelona). OmniaScience. ISSN 9788412647556. p. 254–258. doi: 10.3926/serv2023. Full text in Research Archive
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital servitization: decreasing usage of natural resources in service ecosystems. Full text in Research Archive
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital Servitization for a Circular Manufacturing Industry. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Vien, Bjørn Ronny (2023). Tjenesteinnovasjon og tjenestedominant logikk. In Hauge, Atle Jensen; Røhnebæk, Maria & Myklebø, Sigrid (Ed.), Innovasjon: En innføring. Cappelen Damm Akademisk. ISSN 9788202733599. p. 169–180. Full text in Research Archive Show summary

  Hva er innovasjon? Hvordan kan vi forstå og studere dette fenomenet? Boka viser hvordan innovasjon kan beskrives og forstås fra ulike perspektiver. Boka har tre deler som tar for seg hvordan innovasjon kan forstås på systemnivå organisasjonsnivå praktisk nivå Kapitlene formidler kunnskap om innovasjon på en lettfattelig måte og bruker rikelig med eksempler fra ulike bransjer og sektorer. Forfatterne viser at innovasjon kan studeres i ulike settinger, i ulike faser og på ulike nivåer, og leseren får innblikk i innovasjon som et stort og sammensatt fagområde. Mens innovasjon gjerne forbindes med verdiskaping og fremskritt, er det i dag økende oppmerksomhet om problematiske aspekter, særlig i forbindelse med bærekraft. Dette tematiseres i mange av bokas kapitler, og gir et mer nyansert bilde enn det som har dominert litteraturen hittil. Boka er ment som en innføring i innovasjon til bruk på bachelor- og masterkurs. Målgruppen for boka er studenter innen økonomi-, organisasjon- og ledelsesfag, aktører innen nærings- og samfunnsliv, og andre lesere med interesse for innovasjon.

• Findsrud, Rolf; Sörhammar, David & Braathen, Petter (2023). Race with the machines: a service ecosystems perspective. Full text in Research Archive
• Vien, Bjørn-Ronny; Tronvoll, Bård & Findsrud, Rolf (2022). Service ecosystem drivers impact on firms' decisions to pursue digital servitization. Full text in Research Archive
• Findsrud, Rolf & Tronvoll, Bård (2019). Measuring Resource integration and its impact on resource integration Performance. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2018). Informing Resource Integration in Service Dominant Logic with Motivation Theory. Full text in Research Archive
• Findsrud, Rolf (2017). Exploring differences in conscious and non-conscious resource integration in value co-creation. Full text in Research Archive
• Findsrud, Rolf & Tronvoll, Bård (2017). Resource integration in value co-creation: Integrative framework from S-D logic and Motivation Theory. Full text in Research Archive
• Findsrud, Rolf; Aal, K. & Zafeiropoulou, Styliani (2016). Ecosystem analysis on social media. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2016). Conceptualizing Resource Integration in Value Co-Creation Using Theories of Motivation. Full text in Research Archive
• Findsrud, Rolf (2020). Theorizing about resource integration : Studies of actors and service innovation in dynamic contexts. Universitetet i Innlandet. ISSN 9788283802191. Full text in Research Archive Show summary

  Resource integration represents the most foundational construct in service-dominant (S-D) logic, but efforts to theorize about the concept are scarce, especially in regards to actors and service innovation in dynamic contexts. By theorizing about resource integration from a S-D logic perspective, this thesis aims to contribute to filling that gap through two conceptual and two empirical papers, based on extensive literature reviews and interviews. This thesis builds on a wide range of literature to theorize about resource integration, but it predominantly focuses on literature utilizing a service perspective and literature in psychology to study actors as resource integrators in value co-creation processes and service innovation, as well as what mechanisms enable and drive actors to perform these activities with greater success than other actors. The actor as a driver of activities in value co-creation processes not only needs to integrate the right resources, but also integrate the resources right. Furthermore, actors must be agile to respond to change and continuously innovate to maintain competitive advantages. Hence, explorative and exploitative resource integration should be considered the norm in companies, rather than the exception. The results of this study contribute to linking two central concepts of service research, namely, resource integration and service innovation, and theorizing about resource integration as a phenomenon through combining conceptual and exploratory research about actors’ ability to effectively and efficiently integrate resources and develop innovative solutions in services and service delivery through explorative and exploitative resource integration. By zooming in on micro-level phenomena, we have investigated elements and mechanisms that give energetic force and drive the actors performing activities. In a complex, dynamic world filled with problems and challenges, being able to adapt to changing environments, being resourceful and creative, and being able to solve problems under stress may be the most important abilities actors need to face the unpredictable future.

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