Figure 1
The horizontal axis labeled “Timeline” runs along the bottom of the figure and includes the years “2015”, “2018”, “2019”, “2022”, and “2025”. Below the timeline, three phases are indicated: “Cooperation with O E M” spanning the earlier years, “Development project with the university” centered around 2019, and “Academic examination of the case study” covering the later years from 2022 to 2025. On the right side of the diagram, a vertical axis labeled “Customer value” increases upward toward “Unattained value”. Multiple overlapping text boxes represent stages of development and value creation activities over time. The first stage labeled “Technology Introduction” includes the items “First contact at exhibition”, “O E M visiting LaserCo”, “Pilot product”, and “Regular business relation established”. The next stage labeled “Piloting customer value in production” includes “Introducing new features”, “Advanced rounded bend corner solution as a pilot for servitized offering”, “Commercial proposal for alternatives”, and “Rounded bend corner solution realized”. Above this stage appears another block labeled “Scaling up possibilities for value creation”, which lists “Complete product redesign idea presented”, “Agreement of information open distribution”, and “Test table with original design to supplier”. A dashed text box above these text boxes represents the stage “Design solution iteration as a servitized offering”, including “First 3 D models of construction to O E M for review”, “3 D model revisioning based on feedback”, and “Cost breakdown prepared on both sides”. At the top of the figure, another dashed text box labeled “Post reflection” contains the items “Cost iterations and analyses”, “Discussion on the cost structure”, “Distinctive views”, and “O E M decides not to proceed with re-design”. In the lower center of the figure, several downward arrow-shaped text boxes positioned from left to right are labeled “Value by replacing traditional manufacturing methods”, “Value by advanced cutting features”, “Value by implementing new component design”, and “Potential added value by introducing new design for existing complete end-product”. Additional dotted arrow-shaped elements indicate “Value by re-designing an existing product” and “Value proposition from supplier to reduce total product costs comprising complete manufacturing chain and engineering harnessing full potential of new technology and the supplier’s expertise”. To the right of the vertical axis, the text reads “Understanding the drivers and barriers of value creation, and discovering the insufficient cost awareness to hinder A M T adoption”. Beneath this text appear the items “Data analysis”, “Case narrative construction”, and “Theory building”.Key phases of the longitudinal case study. Source: Authors’ own work