Masterclass Successful Servitisation

The value of servitisation

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.  

Content of this masterclass

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.

Learning activities in this course

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. 

Practical Information




University of Twente

Start date:

To be announced


Company participants will receive a certificate of attendance after successfully completing the course.

More information?

If you are interested in following this masterclass and would like to register or obtain additional information, please contact Dick Wijneveen