Servitization Strategy - Delivering Customer-Centric Outcomes Through Business Model Innovation

Competing through advanced services involves offering products-as-a-service, delivering outcomes for customers, and regularly earning revenue when customers get the results they value. This strategic move towards delivering outcomes can present many challenges for a firm. Part of the Palgrave Executive Essentials series, this book introduces outcome-based business models as Advanced Services Business Models and provides a practical guide on how a firm can innovate these services through a process known as servitization.

Servitization offers businesses a pathway to both improve economic productivity and sustainability. It can create greater value for customers, while also improving resource efficiency and dematerialisation of the supply chain. It has the potential to reshape the industrial landscape for businesses, markets, and consumers around the world. This book is for executives, professionals, and anyone else who is looking for a practical guide to implementing service-based business models or seeking to innovate their business models to focus on services. It functions as a companion for students in executive education courses on servitization, business model innovation, strategy, and operations and should be on the radar of all instructors in those fields.

Tim Baines is a Professor of Operations and Information Management at Aston Business School, UK, and Executive Director of the Advanced Services Group. He is an internationally leading scholar on servitization and advanced services and spends much of his time working hands-on with both global and local manufacturing companies to understand its application in practice and help to transform businesses. His previous book, Made to Serve, is a core text in the field of servitization for professionals, students and academics.
Ali Ziaee Bigdelie is an Associate Professor in Industrial Service Innovation at Aston University, UK, and a member of the Advanced Services Group. His interests lie in the organisational change and business model innovation brought about when companies move towards providing outcome-based offerings rather than just selling products on a transactional basis, or servitization. He has worked extensively with multinational companies and SMEs. consulting on the adoption and implementation of advanced services and has published widely on the subject.
Kawal Kapoor is a Research Fellow at Aston University, UK, and a member of the Advanced Services Group, where she works closely with manufacturing firms on servitization strategy. Additionally, she plays a major part in developing practitioner-oriented mini guides, frameworks, and executive workshops on servitization. Her research expertise is in service-oriented value networks and platform ecosystems, digital servitization and IoT, service and outcome-based business models, and diffusion of product and service innovations and her work has been published widely.