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A popular way to create new customer value is the offer of analytics-based services (ABS)\u2014services that apply analytical methods to data to empower customers to make better decisions and to solve complex problems. However, research still lacks to provide a profound conceptualization of this novel service type. Similarly, actionable insights on how to purposefully establish ABS in the market to enrich the service portfolio remain scarce. We perform a cluster analysis of 105 ABS and triangulate it with a revelatory case study to identify four generic ABS archetypes and to unveil their specific service objectives and characteristics. We also isolate essential factors that shape decision-making regarding the choice of adequate archetypes and subsequent transitions between them. The detailed characterization of different ABS types contributes to a more profound theorizing process on ABS as well as provides a systematization for strategic opportunities to enrich service portfolios in practice.<\/jats:p>","DOI":"10.1007\/s12525-021-00506-y","type":"journal-article","created":{"date-parts":[[2021,10,27]],"date-time":"2021-10-27T13:03:44Z","timestamp":1635339824000},"page":"503-521","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":33,"title":["Creating customer value from data: foundations and archetypes of analytics-based services"],"prefix":"10.1007","volume":"32","author":[{"given":"Fabian","family":"Hunke","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Daniel","family":"Heinz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gerhard","family":"Satzger","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2021,10,27]]},"reference":[{"issue":"2","key":"506_CR1","doi-asserted-by":"publisher","first-page":"1","DOI":"10.17705\/1jais.00423","volume":"17","author":"A Abbasi","year":"2016","unstructured":"Abbasi, A., Sarker, S., & Chiang, R. 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