Bjørn Ronny Vien

• 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), s. 511–532. doi: 10.1108/josm-07-2024-0292. Fulltekst i vitenarkiv Vis sammendrag

  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.

• Vien, Bjørn Ronny (2026). Advancing Circularity in Manufacturing SMEs through Digital Servitization. The journal of business & industrial marketing. ISSN 0885-8624. 41(1), s. 79–98. doi: 10.1108/jbim-10-2024-0736. Fulltekst i vitenarkiv Vis sammendrag

  Purpose This study aims to examine how digital servitization can help manufacturing small and medium-sized enterprises (SMEs) advance circularity in service ecosystems. Design/methodology/approach This qualitative study interviewed managers from 18 manufacturing SMEs in Norway to explore digital servitization and circularity in their service ecosystem. The interview data were analyzed using a Gioia-inspired approach consisting of inductive first-order codes followed by an abductive coding process based on current literature. Findings The empirical findings of this study indicate that manufacturing SMEs can advance service ecosystem circularity through digital servitization. A framework was developed illustrating three different pathways, navigating four identified enabling conditions for advancing circularity: service ecosystem adjustment; optimized resource utilization; collaborative resource focus; and smarter process management. Research limitations/implications The study examined Norwegian manufacturing SMEs, with other competing grounds that might not be comparable to countries outside Europe, such as different data security requirements, digitalization levels and economics. The study also emphasizes managerial focus, neglecting a broader focus on customers and intermediaries. Originality/value The paper offers insights into how manufacturing SMEs can advance service ecosystem circularity, responding to service ecosystem circularity requirements and emphasizing internal production processes. The study also emphasizes the importance of collaborating with service ecosystem actors on recycling, substituting and rethinking resources to close the loop eventually. This requires strategic planning and following circularity pathways suited for the SMEs’ resources, production, competencies and needs.

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• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital Servitization for a Circular Manufacturing Industry. I Vendrell-Herrero, Ferran & Vaillant, Yancy (Red.), 10th International Conference on Business Servitization (ICBS 2023 - Barcelona). OmniaScience. ISSN 9788412647556. s. 254–258. doi: 10.3926/serv2023. Fulltekst i vitenarkiv
• Vien, Bjørn Ronny (2023). Kunstig intelligens vil ta jobbene våre, men møter motstand i fabrikker. Fulltekst i vitenarkiv
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital servitization: decreasing usage of natural resources in service ecosystems. Fulltekst i vitenarkiv
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital Servitization for a Circular Manufacturing Industry. Fulltekst i vitenarkiv
• Findsrud, Rolf; Tronvoll, Bård & Vien, Bjørn Ronny (2023). Tjenesteinnovasjon og tjenestedominant logikk. I Hauge, Atle Jensen; Røhnebæk, Maria & Myklebø, Sigrid (Red.), Innovasjon: En innføring. Cappelen Damm Akademisk. ISSN 9788202733599. s. 169–180. Fulltekst i vitenarkiv Vis sammendrag

  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.

• Vien, Bjørn-Ronny; Tronvoll, Bård & Findsrud, Rolf (2022). Service ecosystem drivers impact on firms' decisions to pursue digital servitization. Fulltekst i vitenarkiv

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