DIGITAL SERVICE OFFERING MODULARITY: AN EMPIRICAL ANALYSIS OF TRADITIONAL PUBLISHING INDUSTRY

Based on extant service design and innovation literature, we propose a framework for digital service modularity. The framework can be used to describe how firms develop digital service offerings. In the empirical part of this study a case study of 15 companies from traditional publishing industry was conducted to analyse ways firms embed modularity to their service architecture and service design when transforming to digital service business. The empirical findings suggest that modular service design for digital landscape is largely moderated by the offline traditional service offering.