Services, Experiences and Innovation
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Services, Experiences and Innovation

Integrating and Extending Research

Edited by Ada Scupola and Lars Fuglsang

Whilst innovation has traditionally focused on manufacturing, recently research surrounding service innovation has been flourishing. Furthermore, as consumers become ever more sophisticated and look for experiences, a research field investigating this topic has also emerged. This book aims to develop an integrated approach to the field of experience and services through innovation by showing that it is necessary to take several factors into account. As such, it makes a substantial and compelling contribution to the interdependencies between innovation, services and experience research.
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Chapter 10: Service infusion in manufacturing and corporate strategies in the service solutions market – driving forces and components

Jørn Kjølseth Møller

Abstract

This chapter aims to examine and discuss the impact of ‘servitization’ and ‘service infusion’ in manufacturing companies by contextual analysis of previous studies in the development of different service logics and a case study of the wind turbine industry (use of service agreements). The aim is to answer the following questions: What is changed by the increased service infusion of a manufacturing company and in the relationship between providers and customers? Why are service offerings and service components increasingly becoming an essential part of the business model and innovation process of sophisticated products creating a solutions market with different corporate strategies? How do manufacturing companies decide to organize (‘internally’ or ‘externally’) their solution offerings depending on the impact of several factors? The factors being examined are: differences in market situation, the complexity of goods and services in the wind turbine industry, use of ‘big data’ and analytics, the institutional ‘set up’ (institutions and institutional arrangement) in the company’s service eco-systems and their customer relations.

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