Izenburua
Service design visualization tools for supporting servitization in a machine tool manufacturerBertsioa
Postprinta
Eskubideak
© Elsevier Inc.Sarbidea
Sarbide irekiaArgitaratzailearen bertsioa
https://doi.org/10.1016/j.indmarman.2018.01.003Non argitaratua
Industrial Marketing Management Vol. 71. Pp. 189-202. May,Lehenengo orria
189Azken orria
202Argitaratzailea
Elsevier B.V.Gako-hitzak
Business models
servitization
service design
value proposition ... [+]
servitization
service design
value proposition ... [+]
Business models
servitization
service design
value proposition
visualization tools [-]
servitization
service design
value proposition
visualization tools [-]
Laburpena
As competition for their products increases, manufacturers have taken a greater interest in servitization. However, they face a difficult challenge when they try to develop service-oriented business m ... [+]
As competition for their products increases, manufacturers have taken a greater interest in servitization. However, they face a difficult challenge when they try to develop service-oriented business models and design service value propositions that require a change in mind-set and new approaches. Thus, the purpose of this exploratory paper is to develop, apply, and evaluate an approach for service value proposition design that manufacturers can use in their transition from a primarily product-oriented business model to a more service-oriented business model. A qualitative research approach - the research through design approach - is taken in a case study of a Spanish machine tool manufacturer engaged in servitization. The findings of this research derive from a service design project at two of the manufacturer’s divisions. The empirical data consist of 45 artifacts (prototypes, visualizations, and models) from six workshops and six semi-structured interviews with key company managers. The paper analyzes various service design visualization tools in manufacturing, examines the design of service value propositions, and suggests avenues for additional research on the use of a systematic methodology for service value proposition design. [-]