Designing Overarching Servitization Strategies in B2B Manufacturing Industry
R.G.H. Bluemink (TU Delft - DesIgning Value in Ecosystems)
L.W.L. Simonse (TU Delft - DesIgning Value in Ecosystems)
S.C. Santema (TU Delft - Responsible Marketing and Consumer Behavior)
Odeke Lenior (Vanderlande Industries B.V.)
Celine Tesselaar (Vanderlande Industries B.V.)
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Abstract
Purpose: This paper addresses designing overarching servitization strategies in the B2B manufacturing industry, creating resilience to overcome disruptive events and achieving an overarching servitization strategy for a future business context.
Design/Methodology/Approach: We practised action research, carrying out and evaluating strategic design interventions in the case company.
Findings: We composed a framework to map and assess product-service value propositions co-created by ecosystem actors. We designed and evaluated sequential workshops that foster strategy design by participants without design skills.
Originality/Value: We explore how B2B manufacturers can transition towards resilient organizations and extracts some implications for the servitization and strategic design
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