The motivation behind writing this thesis is to explore and understand the evolution of the Servitization and how Servitization can help product based companies to compete with the new service business along with their conventional business. Another objective is to derive guidelines to adopt the servitization.
This thesis will begin with thorough literature review on Servitization. For better understanding of servitization, difference between product and service will be studied. Furthermore, several definitions of servitization available in the literature will be discussed. This will be followed by understanding Service-Dominant Logic, Goods-Dominant Logic and Product Service-System. There are several factors driving product based companies towards service business. Those factors will be analyzed briefly.
Many product based companies have considered seritization as a competitive strategy but, there are several challenges to adopt it successfully therefore, those hurdles will be discussed. Some companies like Daimler AG, Michelin Tires, Philips lighting have tackled those challenges and adopted the servitization successfully. Those three companies will be analyzed thoroughly in case studies with the same framework of criteria in order to understand how they generated additional revenue stream successfully along with their conventional business. On the basis of case studies and literature review, some guidelines will be derived to adopt this strategy successfully.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem statement and research questions
- Scope and limitations
- Structure of the thesis
- Research Methodology
- Servitization as a Competitive Strategy
- Difference between Service and Product
- Definition of Servitization
- Service-dominant Logic
- Product Service-System
- Definition of Product Service-System
- Categories of Product Service-System
- Benefits of Product Service-System
- Drivers of the Servitization
- Reduced product margin and increased competition
- New technology and innovations
- Increased concern about Environment
- Challenges in adoption of Servitization
- Overview of literature review
- Case Study
- Case Company: Daimler AG
- Servitization at Daimler AG
- Need and advantages of Servitization in Daimler
- Implementation
- Impact and growth
- Future perspective
- Case Company: Michelin
- Servitization at Michelin
- Need and advantages of Servitization at Michelin
- Implementation
- Impact and growth
- Future perspective
- Case Company: Philips Lighting (Signify)
- Servitization at Philips Lighting
- Need and advantages of Servitization at Philips Lighting
- Implementation
- Impact and growth
- Future perspective
- Case Company: Daimler AG
- Summary and common findings
- Servitization in case companies
- Need and advantages of Servitization
- Implementation
- Impact and growth
- Future perspective
- Guidelines to adopt Servitization
- Guidelines
- Shift from product to service mindset
- Finding pain-point and designing value proposition
- Build capabilities by making collaborations
- Organizational changes
- Involve client and co-create the value together
- Evaluation of the case companies
- Guidelines
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis explores the evolution of Servitization and its potential to help product-based companies compete in the emerging service business landscape. The primary objective is to understand how Servitization can be adopted successfully, leading to additional revenue streams while maintaining traditional business models. The thesis will investigate the key concepts of Servitization, Service-Dominant Logic, and Goods-Dominant Logic, and examine the factors driving product-based companies towards service business models.
- Understanding the concept of Servitization and its implications for product-based companies.
- Analyzing the factors driving the adoption of Servitization strategies.
- Examining the challenges associated with successful Servitization implementation.
- Investigating how selected case companies have successfully adopted Servitization strategies.
- Developing guidelines for implementing Servitization in product-based companies.
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the thesis and outlines the research question, scope, and structure. It also discusses the research methodology employed. The second chapter delves into Servitization as a competitive strategy, defining the concept, exploring its differences from traditional product offerings, and examining Service-Dominant Logic and Goods-Dominant Logic. This chapter also analyzes the drivers and challenges associated with Servitization adoption. The third chapter presents case studies of three companies—Daimler AG, Michelin, and Philips Lighting—that have successfully adopted Servitization strategies. These case studies analyze the needs, advantages, implementation, impact, and future perspectives of Servitization within each organization. The fourth chapter summarizes the findings from the case studies and highlights the commonalities across successful implementations. Finally, the fifth chapter outlines practical guidelines for adopting Servitization strategies in product-based companies.
Schlüsselwörter (Keywords)
Servitization, Product-Service System, Service-Dominant Logic, Goods-Dominant Logic, Business Model Innovation, Competitive Advantage, Case Studies, Daimler AG, Michelin, Philips Lighting, Implementation, Guidelines.
- Quote paper
- Sourabh Sawardekar (Author), 2018, Adoption of Servitization in product based companies, Munich, GRIN Verlag, https://www.grin.com/document/462609
