"Uma outra abordagem (parte VII)

Parte I, parte II, parte III, parte IV, parte V e parte VI.

Gostei neste artigo, "What service transition? Rethinking established assumptions about manufacturers' service-led growth strategies" de Christian Kowalkowski, CharlottaWindahl, Daniel Kindström e Heiko Gebauer, publicado em Industrial Marketing Management 45 (2015) 59–69, da sistematização dos caminhos como os fabricantes de equipamentos podem subir na escala de valor acrescentando serviços:

"we identify three distinct service growth trajectories, including both the expansion and standardization of service offerings to become: (1) an availability provider; (2) a performance provider; and, (3) an ‘industrializer’.
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The transition from a transactional to a relational nature of the customer–provider relationship encourages a gradual implementation of increasingly proactive, flexible, customized, and long-term relationships with customers and partners. The transition from product to process-oriented offerings highlights the need to gradually move towards more complex offerings, add service components, and change the earning logic from discrete to continuous cash flows.
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Additionally, rather than making a complete transition, many suppliers ‘increasingly work towards becoming more of a certain role’.
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rather than transitioning from products to services, firms expand their business through the addition of new, and the bundling of existing, services to their portfolio, infusing higher levels of service into their offerings.
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This paper shows that system suppliers generally perform several distinct roles simultaneously, rather than transitioning from one role to another on a product–service continuum."

Bom para relacionar com "Uma outra abordagem (parte I)"