Driving the Change - A qualitative case study on how the adoption of a new technology can influence, enable and hinder companies' resource integration processes in a B2B context

Abstract: Service-dominant logic moves the focus from goods to service provision, suggesting that all value is co-created as actors engage in exchange. Although resource integration is central to service-dominant logic as it is necessary in order for actors to create value, more empirical research is needed on the topic. While there appears to be a general belief that companies always need to innovate and change, successful change initiatives require customer processes to be understood. This study researches resource integration in the fast-changing and nascent empirical context of hydrogen trucks, using an inductive, qualitative research approach with a multiple case study design. Semi-structured interviews were conducted to discover how the adoption of a new technology can influence, enable or hinder beneficiaries' resource integration processes. This study bridges theory with practice, something that has been much needed within the field of resource integration. The findings and analysis reveal that the adoption of a new technology influences beneficiaries' resource integration processes in several ways, showing that actors' roles were redefined, changing the ecosystem constellation and relational ties. Furthermore, other resources in the ecosystem were identified to be crucial for beneficiaries' resource integration processes. In some instances, routines were shown to be sticky, operant resources demonstrated a general resistance to change and there was a mismatch between knowledge and skills. These aspects hindered resource integration. The technical specifications of the new truck showed to be enabling resource integration. Several practical implications were also identified, enabling companies to co-create more value as this study has demonstrated empirical customer insights and the identification of key resources in the hydrogen truck ecosystem.