Servitization in Industry

351 Pages·2014·4.106 MB·English

by  Gunter Lay (eds.)

Gunter Lay Editor
Servitization
in Industry
Servitization in Industry
Gunter Lay
Editor
Servitization in Industry
123
Editor
Gunter Lay
Fraunhofer InstituteforSystems
andInnovation Research ISI
Karlsruhe
Germany
ISBN 978-3-319-06934-0 ISBN 978-3-319-06935-7 (eBook)
DOI 10.1007/978-3-319-06935-7
Springer ChamHeidelberg New YorkDordrecht London
LibraryofCongressControlNumber:2014941101
(cid:2)SpringerInternationalPublishingSwitzerland2014
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Contents
1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Gunter Lay
Part I Servitization by Sector
2 Photocopier Industry: At the Forefront of Servitization. . . . . . . . 23
Filippo Visintin
3 Servitization in the Aircraft Industry: Understanding
Advanced Services and the Implications of Their Delivery. . . . . . 45
Tim Baines and Howard Lightfoot
4 The Automotive Industry: Heading Towards Servitization
in Turbulent Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Paolo Gaiardelli, Lucrezia Songini and Nicola Saccani
5 Plant Engineering: Old Wine in New Skins. . . . . . . . . . . . . . . . . 73
Gunter Lay
6 Air Compressors or Compressed Air: Harvesting the Benefits . . . 91
Peter Radgen
7 Machine Tool Industry: Beyond Tradition?. . . . . . . . . . . . . . . . . 109
Giacomo Copani
8 Chemical Industry: Servitization in Niches . . . . . . . . . . . . . . . . . 131
Daniela Buschak and Gunter Lay
9 Servitization of Capital Equipment Providers
in the Pulp and Paper Industry. . . . . . . . . . . . . . . . . . . . . . . . . . 151
Lars Witell, Per Myhrén, Bo Edvardsson,
Anders Gustafsson and Nina Löfberg
v
vi Contents
10 Manufacturers of Medical Technology: Servitization
in Regulated Markets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
Marcus Schröter and Gunter Lay
Part II Servitization by Manufacturers’ Operational Departments
11 Servitization as an Innovation Process: Identifying
the Needs for Change. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
Christian Lerch
12 Acquiring Customer Knowledge to Enhance Servitization
of Industrial Companies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Taru Hakanen, Minna Kansola and Katri Valkokari
13 Market Research for Servitized Offerings: A Case Study
in the Chinese Province of Guangdong . . . . . . . . . . . . . . . . . . . . 211
Christian Lerch and Matthias Gotsch
14 Strategies for Developing the Service Business
in Manufacturing Companies . . . . . . . . . . . . . . . . . . . . . . . . . . . 229
Jakob Ebeling, Thomas Friedli, Elgar Fleisch and Heiko Gebauer
15 Sourcing and Supplier Relationships
for Servitized Manufacturers . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
Nicola Saccani and Marco Perona
16 Servitization and Process Interfaces . . . . . . . . . . . . . . . . . . . . . . 263
Martin Spring and Juliana Santos
17 Avoiding the Overhead Cost Trap: Towards an Advanced
Management Accounting Method for Servitized Firms. . . . . . . . . 277
Christian Lerch and Matthias Gotsch
18 Adapting Products for Servitization . . . . . . . . . . . . . . . . . . . . . . 295
Sabine Biege
19 The Impact of Servitization on Key Competences
and Qualification Profiles in the Machine Building Industry . . . . 315
Matthias Gotsch, Christiane Hipp, Petra Jung Erceg
and Nadezda Weidner
Contents vii
Part III Conclusions
20 Servitization by Sector and Manufacturers’ Operational
Departments: Lessons Learned. . . . . . . . . . . . . . . . . . . . . . . . . . 333
Gunter Lay
Authors
Tim Baines is Director at the Aston Centre for Servitization Research and
Practice.Heisaninternationalauthorityonservitization,andleadstheworkofthe
Aston Centre for Servitization Research and Practice in this area. He has experi-
ence in a wide range of industrial engineering, technology management, and
manufacturing management disciplines, and works with the leading companies in
his field including Rolls-Royce, Caterpillar, Alstom, MAN, and Xerox. He is a
Chartered Engineer and a Fellow of both the Institution of Mechanical Engineers
and the Institution of Engineers and Technologists, e-mail: [email protected]
Sabine Biege studied Industrial Engineering and Management at the University
of Erlangen-Nuernberg. She obtained her Ph.D. in 2011 from the University of
Kasselwithathesisdealingwiththeeffectsofservice-basedbusinessconceptson
thedesignofphysicalproductsofmanufacturers.Dr.Biegehaspublishedarticles
in journals such as European Management Journal, Journal of Service Manage-
ment, and Journal of Applied Management and Entrepreneurship. She is now
working for an internationally operating German truck manufacturer, e-mail:
[email protected]
Daniela Buschak is a Research Associate in the Competence Center Industrial
and Service Innovations at the Fraunhofer Institute for Systems and Innovation
Research ISI, Karlsruhe, Germany. She studied business management with a
special focus on entrepreneurship at the University of Erlangen-Nürnberg. Her
majorresearchinterestisthedesignandevaluationofsustainablebusinessmodels.
SheiscurrentlyworkingonherPh.D.titled‘‘Service-basedbusinessmodelinthe
manufacturing sector’’, e-mail: [email protected]
Giacomo Copani (Dr. Eng.) is the head of ‘‘Manufacturing Business Models’’
research at the Institute of Industrial Technologies and Automation (ITIA) of the
ItalianNationalResearchCouncil(CNR).HeisresearchassistantatPolitecnicodi
Milano in the area of Industrial Marketing. His research activity is on manufac-
turing business models, industrial services, manufacturing sustainability, and
technology roadmapping, with specific focus on the industrialgoods sector. He is
engaged in European and National research projects, and in supporting manu-
facturing research, and innovation policy definition at the national and European
levels, e-mail: [email protected]
ix
x Authors
Jakob Ebeling is a Research Associate at the Institute for Technology Man-
agement at the University of St.Gallen (HSG). As group coordinator he was from
2011to2013responsibleforthetopic‘‘IndustrialServices.’’Hisresearchinterest
is the development of the service strategy in manufacturing companies. He is
currently working on his Ph.D. thesis, e-mail: [email protected]
Bo Edvardsson is Professor and founding Director of CTF-Service Research
Center and Vice Rector, Karlstad University, Sweden and Professor II at NHH in
Bergen. His research includes service systems and service logic, service quality,
new service development and service innovation, customer experiences, and
transition from products to service. In 2008, he received the RESER Award
‘‘Commendation for lifetime achievement to scholarship’’ by The European
Association for Service Research and in 2004 The AMA Career Contributions to
the Services Discipline Award. He has written 12 books and 76 journal articles,
e-mail: [email protected]
Elgar Fleisch is Professor of Technology Management and Director of the
Institute of Technology Management at the University of St.Gallen (HSG). He is
also Professor of Information Management at the Swiss Federal Institute of
Technology Zurich (ETHZ). His research focuses on the economic impacts and
infrastructuresofubiquitouscomputing.Heisco-chairoftheglobalAuto-IDLabs
network, co-founder of several university spin-offs, and serves as a member of
multiple management boards and academic steering committees, e-mail:
elgar.fl[email protected]
ThomasFriedli isProfessorofProductionManagementandViceDirectorofthe
Institute of Technology Management at the University of St.Gallen (HSG). His
researchfocusisthemanagementofindustrialenterprises.Hisareaofexpertiseis
strategic operations management, management of industrial services, and opera-
tional excellence, e-mail: [email protected]
Paolo Gaiardelli is Assistant Professor and Researcher at the University of
Bergamo, Department of Engineering. His research activities mainly focus on
servitization and product-service systems. In particular he is involved in studying
how to support automotive and truck companies to develop new customer value
propositions, operations, and value chains in order to uphold the product-service
business models. Paolo is also researcher of the ASAP Service Management
Forum, an Italian joint industry–academic initiative that promotes the culture and
excellence of service management through research projects, practice, education,
and technological transfer, e-mail: [email protected]
HeikoGebauer isanAssociateProfessorinServiceManagement,wholeadsthe
BusinessInnovationgroupattheEnvironmentalSocialScienceDepartmentatthe
SwissFederalInstituteofAquaticScienceandTechnology(Eawag). Heisalsoan
Adjunct Professor at the Karlstad University in Sweden (CTF–Service Research
Center). He has contributed to the research field on service business development
Authors xi
in manufacturing firms since 15 years through articles, books, presentations, and
consulting services, e-mail: [email protected]
MatthiasGotsch isaSeniorResearcherintheCompetenceCenterforIndustrial
and Service Innovations at the Fraunhofer Institute for Systems and Innovation
ResearchISI,Karlsruhe,Germany.HeholdsaPh.D.fromBrandenburgTechnical
University of Cottbus for his research on innovation measurement in the knowl-
edge-intensive services industry and a German University diploma in Industrial
Engineering with focus on industrial business, technology, and innovation man-
agement from the University of Erlangen-Nürnberg. He has expertise in service
innovations, industrial services, and designing innovative service-based business
models and has contributed several papers and articles to the field of service
science, e-mail: [email protected]
Anders Gustafsson is Professor of Business Administration in the Service
Research Center (http://www.ctf.kau.se) at Karlstad University, Sweden. Dr.
Gustafsson also holds a part-time position as a Marketing Professor at BI Nor-
wegian School of Business, Norway. He is conducting research on customer sat-
isfaction and loyalty, service innovation, and service infusion in manufacturing.
Dr. Gustafsson is an author of nine books and has published articles in journals
such as Journal of Marketing, Journal of Product Innovation Management,
Journal of Business Research, and Journal of Service Research, e-mail: anders.
[email protected]
Taru Hakanen (M.Sc. Tech.) works as a Senior Scientist in the Business and
TechnologyManagementcompetencecenteratVTTTechnicalResearchCentreof
Finland.Herresearchinterestsrelatetobusinessnetworksandthedevelopmentof
industrial and knowledge-intensive services. She is currently preparing her dis-
sertation on managing solution business and the development of integrated solu-
tions within business networks. She has had articles published in Journal of
Service Management and Industrial Marketing Management, e-mail:
taru.hakanen@vtt.fi
Christiane Hipp became dean of the faculty in 2011 and Professor for Organi-
sation, Human Resource Management and General Management at the Technical
UniversityCottbusin2005.ShereceivedherdiplomainIndustrialEngineeringin
1994andherPh.D.inEconomicsin1999.From1995until1999,ChristianeHipp
was Research Associate at the Fraunhofer Institute for Systems and Innovation
Research.Shereceivedherpostdoctorallecturequalificationin2005.Herareasof
interest include demographical change, service innovation, innovation strategies,
intellectual property, and innovation processes, e-mail: [email protected]
Petra Jung Erceg has been working at the Fraunhofer Institute for Systems and
Innovation Research ISI, Karlsruhe, Germany, for more than 10 years. Her
expertiseinthemanagementofvalueaddedservicesinmanufacturingcompanies
covers nearly the entire process from strategy to operations, including controlling
and HR management. She studied Economics and has a Ph.D. from the