University of Twente Student Theses


The domino effect – how adaptive interaction enables business capabilities to initiate Servitization

Böckers, Lena (2019) The domino effect – how adaptive interaction enables business capabilities to initiate Servitization.

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Abstract:Servitization as a business strategy and customer interaction as a tool to implement. Hence, this paper is investigating the interplay between adaptive interaction, the development of supplier/ customer relationships and Servitization. By examining different scientific papers and executing exploratory research with three German manufacturing firms, we will identify five statements that explain the role of adaptive interaction in Servitization. Additionally, a visualization of the interdependence between the three variables explains the consequences of adaptive interaction for relationship and capabilities development, which in turn enables servitization. Moreover, there is a distinction made between intermediate and advanced services and finally the different roles of a customer. Especially, in the initiation phase it is important to involve the customer in the process to identify customer needs. Implying that relationship management should be considered as highly valuable, which can be enabled by technological advanced systems. Furthermore, Based on the conceptualization of the statements, manufacturing firms can reflect on their current customer relationship strategy, identify new opportunities on how to incorporate the customer more actively in the initiation phase of Servitization, and further gain insights in how to ease the transition for the company with the assistance of the customer.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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