the-impact-of-datafication-on-strategic-landscapes

APPENDIX B
– EVOLUTION OF
EMBEDDED AND
UNEMBEDDED
KNOWLEDGE
INDUSTRIAL
REVOLUTION
SEMICONDUCTOR E-COMMERCE DIGITAL ECONOMY
Value “Value-in-use” Value determined in use
Embedded through
manufacture
“Value-in-exchange”
Value determined trough
market (transactions)
Value determined
in use and re-use,
and exchange
Marketing
Service
science
Matter in motion
The “4Ps”
<strong>of</strong> marketing
Service
logic
Goods Goods = intangible objects
Goods = tangible objects
Goods = both
tangible and
intangible objects
Technology
Artefacts
Steam
Engine
Application
<strong>of</strong> steam
engine
Technology used
in manufacture
<strong>of</strong> tangible goods
Technology as
embodiment
<strong>of</strong> “idea creation”
Microprocessor
is “pure idea”
Connection
<strong>of</strong> technology
systems (decoupling <strong>of</strong>
embedded knowledge)
Skills
Skills lead
to an excess
<strong>of</strong> tangible goods
for exchange
Skills embedded
into goods
and products
Knowledge embedded
into computer systems
Unembedded
knowledge
1776 ~1850 1960 1990 2010
Source: Mulligan, 2011
The <strong>impact</strong> <strong>of</strong> <strong>datafication</strong> on strategic landscapes 28