Understanding intra- and interorganizational paradoxes inhibiting data access in digital servitization

Providers' access to customer data (e.g., data related to products' use, location, and condition) is essential for digital servitization. However, customers are often reluctant to grant data access. Although prior research has identified lack of data access as an inhibitor of digital servitization, the peculiarities of data exchange in digital servitization have not been considered until now. Therefore, it remains unclear which intra- and interorganizational challenges emerge within and between providers and customers that lead to lack of data access. This study uses paradox theory to address the complex and multi-faceted phenomenon of data access in digital servitization. Specifically, 40 in-depth interviews with managers across a wide range of industries revealed four paradoxes inhibiting data access and comprising one overarching interorganizational paradox in the form of (1) the need for access vs. the need for shielding, and three intra-organizational paradoxes in the form of (2) product-focused identity vs. digital-focused identity, (3) data appreciation vs. data depreciation, and (4) goodwill perception vs. opportunism perception. To address each paradox, this study also provides a comprehensive set of coping strategies. The findings may help providers facilitate their digital servitization efforts by addressing the identified data access paradoxes that they and their customers face.