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In September 2005 SAS introduced a new business model. Where did the model come from and what influenced it? This paper's focus is on the making of the model where we study the making of a business model as a dynamic process through time. In concrete terms, traces of today's model can be found and examined from the SAS group's embryonic attempts starting in 1946, through the financially good years during the 1980s, to the market re-regulation in contemporary time. During these years several changes have taken part both on the larger air travel market and in SAS´s market practice. We have separated SAS´s history into three era's, the technological era, the businessman's airlines era, and the "to serve Europe with air travel" era. Elaborating on the theoretical notion of mutuality between markets and market practice (Cf. Helgesson et. al., 2004), the impact of these practices and of the market infra structure at different points in time are described and their importance for the emergence of the business model discussed. Our findings show that the political efforts to de-regulate the European air travel markets did not automatically change all market practices and thus not the market. The process that followed the de-regulation can better be characterised as a translation process in which a changed market was created, based on an already established network of embedded material and immaterial items, such as booking systems, airplanes and perceptive frames, that had to be taken into consideration. ; Paper presented at IMP2006 Milano

PurposeThe purpose of this paper is to contribute a framework that explains how value is formed during the usage of immersive technologies in industrial contexts.Design/methodology/approachDrawing on activity theory and a customer-dominant logic, the authors tentatively develop an activity-centric framework for value formation enabled by physical and mental activities conducted by users of immersive technologies. The authors evaluate the framework through a case study focusing on the use of virtual reality (VR) in an industrial setting.FindingsThe findings from the case study illustrate the tentative framework and specify how it is enacted by users in the studied context through three physical activities constituted by a set of actions and reflected in five emotional responses.Research limitations/implicationsBoth researchers and practitioners may use the framework presented in this paper as a guide for further academic and practical developments concerning the value of immersive technologies such as VR and augmented reality.Originality/valueThe activity-centric framework contributes a novel perspective to the literature on value formation enabled by immersive technologies.

Resource integration, as it relates to value creation, has recently been a key aspect of the discussions about service-dominant (S-D) logic. However, the majority of research pays relatively little explicit attention to the process of theorizing and the epistomological and ontological assumptions upon which the theorizing process is based. This article addresses these issues. The processes that relate to theorizing and developing strong theory are discussed. We then examine how to conceptualize 'resources' and 'resource integration' following differing ontological and epistemological assumptions that guide the theorizing process. Research recommendations to help navigate through the finer details underlying the theorizing process and to advance a general theory of resource integration are developed.