Autore: Raimondi, Marco
Titolo: La servitizzazione delle imprese: una sfida strategica attuale e difficile
Periodico: Micro & macro marketing
Anno: 2011 - Fascicolo: 1 - Pagina iniziale: 119 - Pagina finale: 136

Servitization of manufacturing companies - i.e. the integrated offering of product and services - appears both as a more and more relevant component of the present service-dominated economies, and as a growing strategy evolution for manufacturing companies. A strategic model illustrates four types/levels of servitization strategy. Management research shows that servitization means no automatic success as a dangerous service paradox can emerge (i.e. adding services increases the company turnover but reduces profitability). This is due to the difficulties manufacturing companies must overcome to make such a move a strategic and economic success. Difficulties include: the intrinsic diversity between service and product whereas they both have to be bundled into a strictly coordinated management, the strong strategic potential of servitization which pushes companies towards more demanding strategy levels, the need to adopt a business model which differentiates in many features from the manufacturing company. A new paradigm, mixing manufacturing and servicing profiles, could be of help.




SICI: 1121-4228(2011)1<119:LSDIUS>2.0.ZU;2-3
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/34372
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