From free to fee? A study on commercialization of expert services in a global manufacturing company
Piironen, Minna (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120226058
https://urn.fi/URN:NBN:fi:amk-2022120226058
Tiivistelmä
The aim of the thesis was to study commercialization of expert services in a global manufacturing firm. The topic is timely and relevant as the elevator and escalator market is highly competitive and ways to differentiate and create added value to customers are scarce. Due to increasing complexity in urban environments, expertise in different fields is needed to meet the growing customer needs in sustainability, building efficiency, and end-user experience in both new development and renovation of existing buildings. These needs are also reflected to the domain of an elevator and escalator supplier.
The scope of the project includes a study of the current expert services provided in a global company to support product and solution sales and in addition, a study of the opportunities to commercialize and monetize these services. Mostly these services are provided to customers without a fee despite the additional value they create to customers. These unique services would create a competitive advantage to a company in the elevator and escalator industry.
As a research approach the action research was applied as the data for the research was collect-ed in a social interaction, where the researcher was part of the situation. The goal of the research was to collect information of the current state of expertise and expert services in different areas of a global manufacturing firm and in addition, to identify opportunities to commercialize these ser-vices. The data was collected in four internal workshops with 29 participants from global, area, and frontline organizations covering all five areas. In addition, six semi-structured internal inter-views were conducted. The theories discussed in the theoretical framework were utilized in the workshops for two purposes: for collecting data of expert services in different areas and for testing theories to develop a model that would include all key perspectives needed in profitable ex-pert services’ development in a manufacturing company. The data collected is exceptional as this type of data regarding expert services has never been collected in the company. The theoretical framework explores different perspectives to service development and the role of services in manufacturing firms to support the research.
The outcome of the thesis is a model for profitable expert services’ development in a manufacturing firm. The model combines elements from 12 different theories and frameworks and in addition, utilizes research findings from the four workshops. With this comprehensive model viable expert services that support the core business of a manufacturing company optimally can be developed.
The scope of the project includes a study of the current expert services provided in a global company to support product and solution sales and in addition, a study of the opportunities to commercialize and monetize these services. Mostly these services are provided to customers without a fee despite the additional value they create to customers. These unique services would create a competitive advantage to a company in the elevator and escalator industry.
As a research approach the action research was applied as the data for the research was collect-ed in a social interaction, where the researcher was part of the situation. The goal of the research was to collect information of the current state of expertise and expert services in different areas of a global manufacturing firm and in addition, to identify opportunities to commercialize these ser-vices. The data was collected in four internal workshops with 29 participants from global, area, and frontline organizations covering all five areas. In addition, six semi-structured internal inter-views were conducted. The theories discussed in the theoretical framework were utilized in the workshops for two purposes: for collecting data of expert services in different areas and for testing theories to develop a model that would include all key perspectives needed in profitable ex-pert services’ development in a manufacturing company. The data collected is exceptional as this type of data regarding expert services has never been collected in the company. The theoretical framework explores different perspectives to service development and the role of services in manufacturing firms to support the research.
The outcome of the thesis is a model for profitable expert services’ development in a manufacturing firm. The model combines elements from 12 different theories and frameworks and in addition, utilizes research findings from the four workshops. With this comprehensive model viable expert services that support the core business of a manufacturing company optimally can be developed.