Adoption of Servitization in product based companies

Sourabh Sawardekar

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Master's Thesis from the year 2018 in the subject Business economics - Operations Research, University of Applied Sciences Berlin...

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Master's Thesis from the year 2018 in the subject Business economics - Operations Research, University of Applied Sciences Berlin, language: English, abstract: The motivation behind writing this thesis is to explore and understand the evolution of the Servitization and how Servitization can help product based companies to compete with the new service business along with their conventional business. Another objective is to derive guidelines to adopt the servitization. This thesis will begin with thorough literature review on Servitization. For better understanding of servitization, difference between product and service will be studied. Furthermore, several definitions of servitization available in the literature will be discussed. This will be followed by understanding Service-Dominant Logic, Goods-Dominant Logic and Product Service-System. There are several factors driving product based companies towards service business. Those factors will be analyzed briefly. Many product based companies have considered seritization as a competitive strategy but, there are several challenges to adopt it successfully therefore, those hurdles will be discussed. Some companies like Daimler AG, Michelin Tires, Philips lighting have tackled those challenges and adopted the servitization successfully. Those three companies will be analyzed thoroughly in case studies with the same framework of criteria in order to understand how they generated additional revenue stream successfully along with their conventional business. On the basis of case studies and literature review, some guidelines will be derived to adopt this strategy successfully.