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The adoption of servitization strategies by UK-based manufacturers

2009; SAGE Publishing; Volume: 224; Issue: 5 Linguagem: Inglês

10.1243/09544054jem1567

2041-2975

Tim Baines, Howard Lightfoot, Ornella Benedettini, Daniel E. Whitney, John Kay,

Consumer Behavior in Brand Consumption and Identification

Almost all manufacturers offer services, but some use these as the basis for their competitive strategy. This is a growing area of interest among practitioners, policy makers, and academics, yet little is known about the adoption of servitization by UK manufacturers. In this paper a survey is presented that has been used to explore the extent, motivations, challenges, and successes of servitization within the business-to-business sector. The findings indicate, for example, that many manufacturers are succeeding with their service strategies, that they are attracted to these as a source of customer focus and revenue growth, and that such strategies require less organizational change than might be expected. Although the findings from the survey should be treated as preliminary, and further work is needed to confirm their reliability and insight, they indicate that servitization is proving to be a powerful competitive weapon for many companies.