Elgar Fleisch
Title
Prof. Dr.
Last Name
Fleisch
First name
Elgar
Email
elgar.fleisch@unisg.ch
ORCID
Phone
+41 71 224 7241
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Item type:Publication, Patterns of service strategy changes in manufacturing companiesThe importance of service strategies has highly increased lately. Increasing competitive intensity and decreasing product margins drive more and more manufacturing companies to move along the product-service continuum towards extending their service business. While widely agreed that services offer new growth potentials, the literature falls short of explaining if service strategies are stable, and if and how companies move between them over time. Based on three longitudinal samples from a 1997, 2001 and 2004 surveys on 97 European manufacturing companies, we identified service strategies using factor and cluster analysis, which served as input for studying strategic changes in the service strategies. Identified service strategies comprise customer service strategy (augment product offerings with customer service), after-sales service providers (basic services for the installed base to ensure proper product functioning), customer support service providers (advanced preventive services to optimize product utilization), outsourcing partners (assume risk and responsibility for customer's operating processes), and development partners (use development competencies to co-produce R&D services with customers). Our research shows that while initially existing strategy types are rather stable, new additional types emerge during the second half of the study. Also, results indicate that many companies change strategy and which patterns of change predominate.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Redefining product strategies in China: Overcoming barriers to enter the medium market segmentThe article provides guidance for managers seeking to successfully position their products in the Chinese medium market segment. Data are collected and analyzed from about 25 international manufacturing companies. Findings identify barriers and challenges and give guidance during strategy preparation, formulation, and implementation for entering the Chinese medium market segment. New strategic potentials and risks in China's emerging market make entry into the medium market for international firms an imperative step. Managers benefit from a practical framework to overcome barriers during the strategy process on market entry into the Chinese medium market segment.Type:newspaper articleJournal:Strategic DirectionVolume:24Issue:5