Modularity matters: a critical review and synthesis of service modularity

Identifying and categorising knowledge reuse activities in electronic repositories

Purpose

Knowledge reuse using electronic repositories, while increasingly important, requires more thorough analysis. Service modularity has been recently applied in services research but has not been integrated into knowledge reuse studies. The purpose of this paper is to draw on both service modularity and knowledge reuse to develop and validate a framework that categorises forms of packaged knowledge in an electronic repository.

Design/methodology/approach

Drawing on knowledge reuse and service modularity research, a model is proposed. The model is empirically tested using a case study research design.

Findings

This research highlighted the value of including both context and process as key dimensions when packaging service knowledge for reuse. This study identifies knowledge types present in modular solutions and how they were configured and reconfigured in the knowledge repository. This research identified five ways modularised services were leveraged. In addition to the traditional scale and stretch approaches, already present, but conflated, in the service literature, three other configurations were identified; shrink, separate and segment.

Research limitations/implications

The findings are based on a single empirical case study which may limit the generalisability of the findings. There is a need for additional research to further validate the model in additional contexts.

Practical implications

This study provides managers with empirical examples of how a modular repository was used in practice and outlines five ways of recombining contextual and processual elements to enable service codification and reuse. It has implications for how knowledge is decomposed and recombined in repositories, suggesting an explicit separation of context and process knowledge while developing modular elements within both.

Originality/value

To the best of the author’s knowledge, this is the first study that explicitly uses context and process as dimensions and draws on service modularity to understand types of knowledge reuse in electronic repositories. In doing so, it adds value by developing and validating a model that identifies five types of reuse.

Unleashing hidden potential: customer engagement in modular service innovation

Purpose

This paper aims to explore the role of customer engagement during the production of services in a modular innovation. Modularity can be used to explain the structure and relationship in services innovation.

Design/methodology/approach

The authors explore the theory of modularity focussing on the context of consumer engagements. They adopted ideas from product modularity and approach services using modular principle.

Findings

Contrary to the extant literature, the authors are content that the transactions between the participants were mainly conducted at thick crossing points. By focusing on thin crossing point, the service provider will achieve better overall service structure.

Research limitations/implications

There is a need to focus on specifying interface to define how service modules and service providers interact with the customer within the service.

Practical implications

By engaging customer, modular principle can help firms achieve cost efficiency, higher product and process variety, as well as better response to individual customer needs.

Originality/value

This paper scrutinises the engagement of customer and conceptualises the role of customer in modular innovations that have been previously neglected.

Service modularity and architecture – an overview and research agenda

Purpose

Services are highly important in a world economy which has increasingly become service driven. There is a growing need to better understand the possibilities for, and requirements of, designing modular service architectures. The purpose of this paper is to elaborate on the roots of the emerging research stream on service modularity, provide a concise overview of existing work on the subject, and outline an agenda for future research on service modularity and architecture. The articles in the special issue offer four diverse sets of research on service modularity and architecture.

Design/methodology/approach

The paper is built on a literature review mapping the current body of literature on the topic and developing future research directions in service modularity and architecture.

Findings

The growing focus on services has triggered needs to investigate the suitability and implementation of physical-product-focused modularity principles and theories in service contexts, and to search for principles/theories that enhance services. The expanding research stream has explored various aspects of service modularity in empirical contexts. Future research should focus on service-specific modularity theories and principles, platform-based and mass-customized service business models, comparative research designs, customer perspectives and service experience, performance in context of modular services, empirical evidence of benefits and challenges, architectural innovation in services, modularization in multi-provider contexts, and modularity in hybrid offerings combining service and tangible product modules.

Originality/value

Nine areas are recommended for further research on service modularity and architecture. The introductory piece also discusses the roots of service modularity and provides an overview of current contributions.