University of Twente Student Theses


Servitization by SMEs in a B2B context: Entering a sector unfamiliar with the concept

Bos, Dennis (2023) Servitization by SMEs in a B2B context: Entering a sector unfamiliar with the concept.

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Abstract:Traditionally, in business landscapes, there was a clear distinction between organizations delivering products and organizations delivering services. Nowadays, however, this distinction has become more ambiguous with the coming of servitization offerings. Famous examples of servitization include Rolls Royce’s jet engines, IKEA’s Live Light, and of course Swapfiets’ bicycles. However, the lion’s share of academic literature regarding servitization focuses on cases where already established service offerings are analyzed, large manufacturers or medium-sized enterprises, or the B2C market. Also, research into servitization and the role of value-in-use is limited. As such, research into servitization in the B2B market for SMEs is limited, as well as research into its challenges. Therefore, this research focuses on the challenges of servitization regarding the facilitation of value-in-use for SMEs, as well as investigates how SMEs can best market servitization in a sector that is unfamiliar with the concept. Following a case-study design, interviewing both employees and B2B customers of the case company, as well as applying the Gioia method, a framework was developed that highlights the four main challenges faced by SMEs in the servitization process regarding value-in-use and value proposition. Furthermore, a set of guidelines was developed to be followed by SMEs when marketing servitization in a sector unfamiliar with the concept.
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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