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Bluemink, R.G.H. (author), Simonse, LWL (author), Santema, S.C. (author)Purpose: This paper explores how a B2B technology-driven industrial manufacturer of capital goods can organise a service exploration process to create value for customers and end-users downstream of its value supply chain.<br/>Design/Methodology/Approach: We employed the action research (AR) methodology to design and implement interventions,...conference paper 2023