Service strategy transition : product and service offerings in medical devices

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Velikanov, Ivan ; Macintyre, Mairi ; Angelis, Jannis (2013)
  • Publisher: Warwick Manufacturing Group
  • Subject: HF | R1

This study explores how, by undertaking customer-oriented service analysis, a company follows a non-linear approach to product-service provision which is contrary to the approach advocated in the servitisation literature. The case study verifies applicability of existing service models using the example of a global manufacturer of medical products. Open-ended interviews serve as the main source of data to reveal the change opportunities for product-service provision. Study findings suggest that customer orientation is the key element causing the change in pattern; while the analysis of consumer operations provides understanding of the planned change initiatives.
  • References (1)

    Sundbo, J., Toivonen, M., “User- based Innovation in Services”, Edward Elgar Publishing, UK, 2011 Tan, A., McAloone, T., Matzen, D., “Service- Oriented Strategies for Manufacturing Firms”, Introduction to Product/ Service-System Design, part 3, pp.197-218, 2009 Tukker, A. and van Halen, C., “Innovation Scan for Product Service Systems”, PriceWaterhouseCoopers, 2004 Vandermerwe, S. & Rada, J., “Servitization of business: Adding value by adding services”, European Management Journal, Vol. 6, No. 4, 1988, pp. 314-324

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