Figure 3
On the left, a large block labeled “Provider” appears within a dotted boundary labeled “Value Contextualization”, with three arrows extending outward to three separate boxes labeled “Application”. These application boxes align with three distinct blocks on the right labeled “Customer 1”, “Customer 2”, and “Customer N”, with an ellipsis indicating additional customers. The top and bottom arrows point from the provider toward the respective applications, while the middle connection is shown as a bidirectional arrow between the provider and the central application. A dotted triangular region visually expands from the provider toward the multiple customer side. On the far right, a dashed box titled “Example of Horizontal Value Contextualization – Dematic (Sortation Systems):” includes bullet points stating “Provider: Dematic delivers servitized warehousing and sortation solutions”, “Customers: Multiple firms across diverse industries (e. g., retail, logistics)”, and “Mechanisms: Cross-context learning from varied industries”.Horizontal value contextualization