From Goods to Great: Navigating the Transition from Products to Services
(2024) BUSN09 20241Department of Business Administration
- Abstract
- This thesis contributes to the field of business model innovation and organizational change within
incumbent firms by applying a process-oriented approach to investigate servitization. In particular,
it seeks to improve understanding of the elements that influence this process, namely the use of
past learning, organizational culture, and organizational readiness within incumbent firms. These
topics guided the selection of theoretical concepts, which provided a lens through which the data
could be interpreted.
Therefore, an exploratory single-case study in the manufacturing industry was conducted. Given
the study’s qualitative approach, the empirical foundation consists of ten semi-structured
interviews with employees on management... (More) - This thesis contributes to the field of business model innovation and organizational change within
incumbent firms by applying a process-oriented approach to investigate servitization. In particular,
it seeks to improve understanding of the elements that influence this process, namely the use of
past learning, organizational culture, and organizational readiness within incumbent firms. These
topics guided the selection of theoretical concepts, which provided a lens through which the data
could be interpreted.
Therefore, an exploratory single-case study in the manufacturing industry was conducted. Given
the study’s qualitative approach, the empirical foundation consists of ten semi-structured
interviews with employees on management level in an incumbent product manufacturing firm. A
first round of exploratory interviews aimed to enrich the understanding of the different
perspectives on the introduction of servitization. Additionally, a subsequent round of interviews
covered the identified theoretical topics.
The analysis of the empirical data firstly revealed that product-based companies face significant
challenges in aligning on the definition and scope of services, which hinders the implementation
of servitization in their business models. Secondly, for incumbent firms, servitization inevitably
alters relationships within a firm's networks, necessitating activities focused on evaluating existing
partnerships and defining potential future collaborations. These findings add to prior research by
identifying that a main challenge hindering the transition into implementing services is the
achievement of organizational alignment, which is increasingly difficult for an incumbent product-
based company. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9165804
- author
- Maly, Selina LU and Mørch Sørensen, Anna LU
- supervisor
- organization
- course
- BUSN09 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Business Models, Business Model Innovation, Servitization, Incumbency
- language
- English
- id
- 9165804
- date added to LUP
- 2024-06-26 12:39:57
- date last changed
- 2024-06-26 12:39:57
@misc{9165804, abstract = {{This thesis contributes to the field of business model innovation and organizational change within incumbent firms by applying a process-oriented approach to investigate servitization. In particular, it seeks to improve understanding of the elements that influence this process, namely the use of past learning, organizational culture, and organizational readiness within incumbent firms. These topics guided the selection of theoretical concepts, which provided a lens through which the data could be interpreted. Therefore, an exploratory single-case study in the manufacturing industry was conducted. Given the study’s qualitative approach, the empirical foundation consists of ten semi-structured interviews with employees on management level in an incumbent product manufacturing firm. A first round of exploratory interviews aimed to enrich the understanding of the different perspectives on the introduction of servitization. Additionally, a subsequent round of interviews covered the identified theoretical topics. The analysis of the empirical data firstly revealed that product-based companies face significant challenges in aligning on the definition and scope of services, which hinders the implementation of servitization in their business models. Secondly, for incumbent firms, servitization inevitably alters relationships within a firm's networks, necessitating activities focused on evaluating existing partnerships and defining potential future collaborations. These findings add to prior research by identifying that a main challenge hindering the transition into implementing services is the achievement of organizational alignment, which is increasingly difficult for an incumbent product- based company.}}, author = {{Maly, Selina and Mørch Sørensen, Anna}}, language = {{eng}}, note = {{Student Paper}}, title = {{From Goods to Great: Navigating the Transition from Products to Services}}, year = {{2024}}, }