Servitization is a competitive strategy for product companies to create differentiation\nadvantage by adding services to products. One of the major challenges on implementing the\nstrategy is that the leadership that used to develop a successful product-oriented business now\nturns into an obstacle in the process of servitization. Leadership is closely related to business\nfield. In the paper, the essence of servitization is interpreted from three levels: service as an\nintangible product, service as a contextual experience and service as a value co-creating\nprocess. Based on an in-depth case study, the research introduces the new concept on leading\nthe transformation towards servitization: vision co-creation with employees. The paper also\nprovides practical implications on conducting various steps of vision co-creation.
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