Constructing Service Innovation Model Within Manufacturing Firms
Competing through service is no longer limited to service companies. Manufacturing companies are also beginning to realize the strategic importance of servitization in gaining a competitive advantage. Later researchers have continued developing projects that have helped to increase awareness on the topic and to advance the existing limited knowledge on this phenomenon. According to the literature, the transformation paths from a product-oriented strategy to a combined service-oriented strategy are still poorly understood and remain a new concept. The objective of this research is to construct a framework with supporting tools and 6 detailed steps to guide organizations in making the shift from product-oriented to service-oriented business model, to achieve the target of high value-added manufacturing industry.