Service innovation in the pharmaceutical industry : How do existing value propositions restrict the adoption of new resources?

Abstract: The topics of value propositions and service innovation have been highly interesting topics within service-dominant logic. Something that has not been studied in previous research, and the purpose of this thesis, is to investigate; how current value propositions restrict service innovation by restricting digital resource utilization. These restrictions on service innovation could sometimes result in casualties, for example caused by adverse drug reactions, which is one reason why this research question is important. The method used in this thesis is a case study analysis on a pharmaceutical company, which was produced by conducting qualitative interviews and creating a thematic analysis. The analysis is based on empirical material and the literature on value propositions and service innovation. Service innovation is restricted when different practices that constitute the value proposition are restricted in their use of digital resources. The specific restrictions are regulations, inadequate understanding of digital resources' benefits, complexity of implementing digital resources, measuring difficulties, and comfort and protection of current practices.