Servitisation implies the integration service into value proposition so that products and services are bundled in a smart way. These bundles require the support of smart industrial technologies and devices. When implemented successfully and well-adjusted to customer needs, suppliers and customers can reap the long term benefits of sustainable relationship value.
Given its implications, it should not come as a surprise that servitisation is frequently considered as a strategic choice with substantial consequences. Most companies undergo a true shift from being product oriented to a service oriented firms. Not only the value logic is subject for change, but also organizational structures, processes, operations as well as the ICT infrastructure. Furthermore, since no business is an island, entire supply chains will be affected as well and require adaptions on behalf of customers and suppliers. Resource dependencies, trust, innovation capacity and power are considered the operative here. Some firms took the leap already and successful complemented their offerings with smart services and want to bring it to the next level whereas others are challenged with the question where and how to begin.
In bringing businesses to the next level or overcoming the first hurdles to transform their business, the University of Twente developed a master course called “successful servitisation” In 10 weeks’ time, participants, master students and educators of the professional learning & development center will closely collaborate and work on real life challenges provided by the company.
This course combines real-life challenges with “state of the art” scientific approaches applied to the cases. This unique combination ensures quality of the case problem description in the beginning of the course as well as the solution presented in the final week to the boards of the participating companies.
Some examples of the themes:
- Servitisation levels and strategies
- Innovation competences and market orientation
- Service dominant versus good dominant logic in marketing
- Customer value analysis from a customer journey perspective
- Value proposition design and provision • Supply chain collaboration and relationship dynamics
- Strategic alliance collaboration and dynamics
- Business services and value based pricing;
"A Masterclass that translates state of the art knowledge on servitisation into practice and aims at sustainable growth and value creation."
Dr. Raymond Loohuis, Senior lecturer Strategic Business Marketing & Service Innovation.
Companies send two employees/managers who participate in the course. Participants and business administration students will intensively work during a period of ten weeks on case assignments offered the company. Jointly, they will form a case team and start with exploring and describing the case problem, derive research questions and continue with their field research, analyze the data toproduce solid conclusions and recommendations in a scientifically responsible way. In each week of the course, there will be lectures and feedback session in which the case teams will be supported by an assigned coach.
University of Twente
To be announced
Company participants will receive a certificate of attendance after successfully completing the course.