Proposition de valeur durable : quels freins à l’adoption d’une offre innovante produit/service ? : Le cas de la douchette dans le domaine hospitalier
Résumé
Ce papier traite des freins à l’adoption d’une offre produit/service et s’appuie sur un cas d’étude développé dans le domaine hospitalier. En transformant les modèles économiques, ces nouvelles offres sont développées pour apporter une valeur durable, multidimensionnelle et multi parties prenantes. Mais malgré les avantages de la proposition de valeur qu’elles développent, leur adoption par le marché business to business reste encore limitée. À partir des trois principaux freins développés dans la littérature, celui lié au fournisseur, celui lié au client et celui lié à l’écosystème, cet article propose une analyse d’une offre produit/service développée pour le milieu hospitalier et évalue les raisons de son échec. Sur cette base, des propositions permettant de comprendre le rôle des acheteurs face à ces nouvelles offres et d’accélérer cette transition industrielle sont élaborées.
This paper deals with the adoption of disruptive innovations based on product service systems (PSS). PSS are designed to deliver a sustainable value, not limited to its economic dimension, but which encompasses environmental and social aspects. Moreover, this value is shared by a wide range of stakeholders, so these solutions provide virtuous answers to the needs and concerns of society. But despite the potential benefits and drivers of PSS their diffusion is still limited, and this paper examines the barriers to their market adoption. Barriers are related (1) to the provider of the PSS and its supply chain, (2) to the customer and (3) to the ecosystem. Based on a case study in the medical sector, the findings of this paper point to the implications of divergent stakeholders and call for a greater in-house collaboration to change the customer organisation mindset. Based on this example, some challenges for the purchasing department are analysed to accelerate the transition to servicization.
This paper deals with the adoption of disruptive innovations based on product service systems (PSS). PSS are designed to deliver a sustainable value, not limited to its economic dimension, but which encompasses environmental and social aspects. Moreover, this value is shared by a wide range of stakeholders, so these solutions provide virtuous answers to the needs and concerns of society. But despite the potential benefits and drivers of PSS their diffusion is still limited, and this paper examines the barriers to their market adoption. Barriers are related (1) to the provider of the PSS and its supply chain, (2) to the customer and (3) to the ecosystem. Based on a case study in the medical sector, the findings of this paper point to the implications of divergent stakeholders and call for a greater in-house collaboration to change the customer organisation mindset. Based on this example, some challenges for the purchasing department are analysed to accelerate the transition to servicization.