Service strategies in product manufacturing companies
Journal
Business Strategy Series
ISSN
1751-5637
Type
newspaper article
Date Issued
2008-02-07
Author(s)
Abstract
The purpose of this paper is to emphasize how different service strategies are properly aligned with the external environment, and how organizational factors lead to a specific level of service-related performance outcomes. A multicase research design on Western-European firms is used as the research methodology. This study answers the following three strategic questions: what typical service strategies exist that enable firms to move from products to services?; what is the appropriate alignment of the service strategies with the external environment and organizational design?; and what performance level can be achieved through the service strategies?
After-sales service providers are faced with a high competitive intensity and their customers invest in low-priced products. Customer support providers' market consists of customers who are looking for outstanding product quality. Development partners' customers expect specific solutions for the operating processes.
The study focuses only on manufacturing companies in business-to-business markets. The findings are limited to this sector. The paper assists managers in concentrating on the right triggers for implementing the service strategy. Both scholars and managers tend to be somewhat vague in suggesting strategies to move along the transition line from products to services. This study identifies specific service strategies that enable manufacturing firms to shift their position on the transition line.
After-sales service providers are faced with a high competitive intensity and their customers invest in low-priced products. Customer support providers' market consists of customers who are looking for outstanding product quality. Development partners' customers expect specific solutions for the operating processes.
The study focuses only on manufacturing companies in business-to-business markets. The findings are limited to this sector. The paper assists managers in concentrating on the right triggers for implementing the service strategy. Both scholars and managers tend to be somewhat vague in suggesting strategies to move along the transition line from products to services. This study identifies specific service strategies that enable manufacturing firms to shift their position on the transition line.
Language
English
HSG Classification
contribution to practical use / society
Refereed
No
Publisher
Emerald
Volume
9
Number
1
Start page
21
End page
29
Pages
9
Subject(s)
Division(s)
Eprints ID
42911