Steering Manufacturing Firms Towards Service Business Model Innovation

被引:112
作者
Visnjic Kastalli, Ivanka [1 ,2 ]
Van Looy, Bart [3 ,4 ]
Neely, Andy [2 ,5 ]
机构
[1] ESADE Business Sch, Barcelona, Spain
[2] Cambridge Serv Alliance, Cambridge, England
[3] KU Leuven Innovat & Org, Fac Business & Econ, Louvain, Belgium
[4] Univ Twente, NL-7500 AE Enschede, Netherlands
[5] Univ Cambridge, Royal Acad Engn, Complex Serv, Cambridge CB2 1TN, England
基金
英国工程与自然科学研究理事会;
关键词
Servitization; Open Service Innovation; Product-Service Systems; Performance Measures; Business Model Innovation; MEASUREMENT SYSTEM-DESIGN; PERFORMANCE-MEASUREMENT; PROFIT CHAIN; TRANSITION; PRODUCTS; STRATEGY; QUALITY; IMPACT; ORGANIZATIONS; EVOLUTION;
D O I
10.1525/cmr.2013.56.1.100
中图分类号
F [经济];
学科分类号
02 ;
摘要
Increasingly, manufacturing firms are turning to services as a new way of creating and capturing value. Despite its potential benefits, many new product-service providers struggle to deploy service activities effectively, not least because they fail to reflect the presence of service activities in their performance management systems. This article reports the results of an in-depth case study, which examines how manufacturers can steer the transition towards services. It shows that manufacturing firms need to emphasize two separate but related dimensions of the market performance of service activities: "service adoption," reflecting the proportion of customers who purchase the manufacturer's services; and "service coverage," signaling the range of service elements or the comprehensiveness of the service contract that customers opt for. These two indicators, reflecting service market performance, should be supplemented with a "complementarity index" designed to disclose whether the relationship between products and services is reinforcing or substitutive. When combined, these indicators allow manufacturing firms to deploy a service-based business model in an integrated and sustainable manner.
引用
收藏
页码:100 / 123
页数:24
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