دانلود مقاله ISI انگلیسی شماره 41144
ترجمه فارسی عنوان مقاله

چه سرویس انتقالی؟ تجدید نظر در مورد مفروضات ایجاد استراتژی های رشد سرویس رهبری تولید کنندگان

عنوان انگلیسی
What service transition? Rethinking established assumptions about manufacturers' service-led growth strategies
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
41144 2015 11 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 45, February 2015, Pages 59–69

ترجمه کلمات کلیدی
انتقال سرویس - راه حل - شرکت های تولید - استراتژی خدمات - روش مسئله دار ساختن
کلمات کلیدی انگلیسی
Service transition; Solutions; Manufacturing companies; Service strategy; Problematization methodology
پیش نمایش مقاله
پیش نمایش مقاله  چه سرویس انتقالی؟ تجدید نظر در مورد مفروضات ایجاد استراتژی های رشد سرویس رهبری تولید کنندگان

چکیده انگلیسی

Both academics and practitioners emphasize the importance for product firms of implementing service-led growth strategies. The service transition concept is well established, namely a unidirectional repositioning along a product-service continuum—from basic, product-oriented services towards more customized, process-oriented ones—ultimately leading to the provision of solutions. We challenge this service transition assumption and develop alternative ones regarding how product firms should pursue service-led growth. Using ‘problematization methodology’, and drawing on findings from thirteen system suppliers, we identify three service-led growth trajectories: (1) becoming an availability provider, which is the focus of most transition literature; (2) becoming a performance provider, which resembles project-based sales and implies an even greater differentiation of what customers are offered; and, (3) becoming an ‘industrializer’, which is about standardizing previously customized solutions to promote repeatability and scalability. Based on our critical inquiry, we develop two alternative assumptions: (a) firms need to constantly balance business expansion and standardization activities; and (b) manage the co-existence of different system supplier roles. Finally, we consider the implications for implementing service-led growth strategies of the alternative assumptions.