University of Twente Student Theses


Servitization: a design research towards service-oriented mindset

Wolbers, Sander A.H.J.M. (2020) Servitization: a design research towards service-oriented mindset.

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Abstract:The concept servitization can be achieved through business model innovation. Similar to the more broad concept of business model innovation, organizations face several drivers and barriers when servitizing. The barriers of business model innovation through servitization can be found in seven domains: Suppliers and partner network, Resource and capabilities, Customer relationships, Value proposition, Financial, Organizational culture and Strategy. This research aims at creating an understanding of the key barriers to business model innovation through servitization for the case organization. The goal is to extract the most important barrier for the case organization from this prior developed understanding and to develop a method that can help the organization with overcoming this most important barrier. The body of this research consists of a diagnosis, solution design and solution evaluation. In the diagnosis, empirical analysis through semi-structured interviews with managers of the case organization showed key barriers to business model innovation through servitization for the organization. Then, the diagnosis is completed with a theoretical analysis consisting of semi- systematic literature reviews through which the empirical findings are expanded on with the goal to come to a diagnosed problem. The diagnosed problem is a change in employee mindset from product-oriented towards service-oriented In the solution design, theoretical insights, a book review and expert interviews help to develop an appropriate solution method for the problem of the case organization. The appropriate solution method for the diagnosed problem is to let the employees engage in a set of workshops that take the employees through all the behavioral change steps in order to achieve lasting change. Lastly, a solution evaluation was proposed using insights from theory and expert interviews. The proposed evaluation was to conduct a pre- and post-test of success factors that indicate the necessary change in mindset through an evaluation form with open-ended questions.
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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