University of Twente Student Theses


Classification of PS offerings

Grouve, S. (2014) Classification of PS offerings.

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Abstract:This present research focuses on classifying PS offerings, based on the concept of servitisation. This topic is chosen, because servitisation is an attractive movement for manufacturing firms and the suitability of PS offerings is important for the success of servitisation. This present research selects and analyses a classification model for PS offerings, which provides insight to the current servitisation position, based on the offering. This analysis is executed using the multi-dimensional classification model of Gaiardelli et al. (2014). The following research questions is addressed in this present research: “How can PS offerings be classified, based on the concept of servitisation?” By conducting a literature study more knowledge is acquired about the concepts of servitisation and PS offerings. Also, several classification models for PS offerings from the literature are described. This leads to the selection of the multi-dimensional classification model of Gaiardelli et al. (2014) to be further examined in this research. This selected classification model incorporates the most frequently used dimensions according to the literature, namely PS offering orientation (consisting of the dimensions product ownership, product use and product decision making), PS offering focus and nature of interaction. Due to the combination of multiple popular dimensions, this classification model offers an extended view on the classification of PS offerings. Gaiardelli et al. (2014) have placed 30 specific PS offerings into their model, which provides a detailed mapping tool of the PS offering of a firm. By plotting the current PS offering of a firm into the model and differentiate between the PS offerings, based on package bundles, partnerships, customer groups and different performance indicators, detailed information is generated regarding the firm’s servitisation position. In general the model intends to helps managers to describe and compare existing PS offerings, while interpreting and evaluating their differences. In order to apply the classification model, this research uses a survey strategy to conduct structured interviews at three different firms, namely Alcast, Nedap and TMSi. During these structured interviews the 30 PS offerings described by Gaiardelli et al. (2014) are discussed, based on possible bundles, and graded by the respondents, based on different performance indicators. The firm-specific collected data is illustrated in the classification model to determine the current position of the PS offerings, based on the stated servitisation strategy. Furthermore, the insights and experiences obtained by applying the classification model at the different firms are discussed and evaluated. This research elaborates on different aspects of the model, namely: the dimensions used in the model, the selected PS offerings, the application of the model and the results from applying the model. As a conclusion, it can be stated that the model of Gaiardelli et al. (2014) is sufficient to categorise PS offerings. However, because this model provides unique classifications of PS offerings for every firm, it makes it harder to find guidelines or standards regarding benefits and possibilities for servitisation. Also, the list of PS offerings and performance dimensions used in this research need further evaluation and might even be altered, based on practical data collections.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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