Mapping Service Mindsets in Manufacturing Companies

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Mapping Service Mindsets in Manufacturing Companies

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Titel: Mapping Service Mindsets in Manufacturing Companies
Forfatter: Michea, Adela; Varnes, Claus Juul
Resume: This study adds to business model innovation literature by exploring the adaptability of dominant logics of corporate mindsets. The purpose is to analyze how a company can rethink itself based on the premises of servitization: how the mindset of a manufacturer can be reconfigured when changing the business model from product to service innovation and adapting a service logic for its entire business. A field study was conducted in the form of two workshops and interviews with middle-level managers of Vestas Wind Systems, a global wind turbine manufacturer. The study indicates that it is cognitively possible to change the business model of a manufacturing company. Furthermore, the results showed that mindsets can be mapped, but they change depending on the framing. Interestingly, each mindset possesses a different businesslogic, as the components of the business model framework interact differently in a product than a service situation.
URI: http://hdl.handle.net/10398/8844
Dato: 2013-12-16
Note: Paper presented at The 20th International Product Development Management Conference. IPDMC 2013: Re-Enchanting Technology. 23-25 Juni, 2013. Paris, France.

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