Uma proposta de modelo de maturidade aplicada à servitização de empresas de bens de consumo duráveis.

Abstract

The growth of services participation in the gross domestic product in most countries has been calling out the attention of many researchers and companies over the last years. Consumer durable companies that have an after-sales service for repairing and do maintenance of their own products, for example, start using this type of service, initially recognized as a "necessary evil", to be closer to the final customer and thereby identify new business niches that will differentiate them from the competitors, becoming a business solution provider instead of holding a manufacturing image. The sale of services other than just a simple after-sales becomes interesting due to some factors such as generally allow a more attractive business gross margin, by adding value to the product and keeping customer loyalty. However, the inclusion of new services requires a correct understanding of company's own strategy. Based on this context, this work aims to propose a maturity model for companies of consumer durables which desire to add services to their portfolio, readjusting the way the firm interacts with external (partners, market and customers) and internal (employees) environments by servitizing in a four-phased approach. With that in mind, it is important to previously explore the differences between their vision when the main focus is product sale (product-dominant logic) and when service becomes more important (service-dominant logic). In this way, four different companies have been selected in order to conduct case studies that allow a more detailed comprehension of these changes, developing, applying and validating the proposed model, besides pointing out potential gaps that might exist in this process for each of them. The case studies have been conducted by interviewing a variety of professionals from different areas in each company and that were compared later with documents and existing processes, in order to have information triangulated. By making use of this model, it becomes possible to understand steps to be taken and critical resources that need to be developed by each manufacturing company under a servitization process, as a way of highlighting the path over this evolutionary model.

Applying the maturity model concept to the servitization process of consumer durables companies in Brazil

“…The detailed analysis of each case study and the application of the model for each company can be accessed in Alvarez (2012).…”

Mechanisms for co-creation and resources investment in the servitization process

“…Because of the level of socioeconomic importance of services, researchers focus on the generation of design methods and tools for the development of servitization. However, options on how to use these methods and tools concretely in the design process are rare, with successive recommendations to build a body of knowledge that addresses this gap in the literature (Alvarez, 2012 Among the methods of implementing servitization most cited in the literature, Braga Júnior (2017) identify four types: service-oriented PSS development process, generic design methodology, PSS design methodology, and methodology for developing PSSs. However, each has limitations.…”

Systematized methods for the development of Product-Service Systems: a systematic literature review

“…Product-Service Systems (PSS) is a business model where the company operates to deliver this new value, making the Servitization process real (GOEDKOOP et al, 1999;MONT, 2001). Manufacturing companies, which want to offer services merged in their products, need to carry out transformations in their structure and processes (ALVAREZ, 2012). These transformations must be performed through the existing methods for PSS implementation.…”