Servitization: organizational implications and acquisition of competencies
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Revista Produção Online |
Texto Completo: | https://www.producaoonline.org.br/rpo/article/view/1998 |
Resumo: | Servitization is a strategic move in which firms —usually manufacturers in high value-added industries— expand their offerings by bundling core products with additional services. This article aims to study the transition toward servitization from an organizational perspective, because the required organizational changes are among the main difficulties to overcome. The Star Model of organizational design was employed to describe and explain how such changes, in terms of strategy, structure, processes, people and rewards, were carried out in the textbook publishing industry. It is a particularly interesting sector, which has increasingly offered services and digital content, bundled with the printed textbook. A multi-case research was conducted in three textbook publishers in Brazil, focusing on their relationship with a key customer: the private primary and secondary schools. Data collected from the publishers’ reports as well as interviews in the publishers and in the schools they serve, were analyzed and compiled in descriptive insights. Evidence suggest the adaptation of the publishers’ capabilities and processes included changes in mindset to better understand the customer’s needs; the acquisition of new competencies, usually by hiring former school employees with experience and interpersonal skills; and stronger integration between services (commercial) and product development (editorial) teams. The insights herein provided may encourage managers to evaluate and revise their current or future transition toward servitization. |
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Servitization: organizational implications and acquisition of competenciesServitização: implicações organizacionais e aquisição de competênciasServitization. Service Operations. Organization Design. Organizational Competencies.Servitização. Operações de Serviços. Projeto Organizacional. Competências Organizacionais.Servitization is a strategic move in which firms —usually manufacturers in high value-added industries— expand their offerings by bundling core products with additional services. This article aims to study the transition toward servitization from an organizational perspective, because the required organizational changes are among the main difficulties to overcome. The Star Model of organizational design was employed to describe and explain how such changes, in terms of strategy, structure, processes, people and rewards, were carried out in the textbook publishing industry. It is a particularly interesting sector, which has increasingly offered services and digital content, bundled with the printed textbook. A multi-case research was conducted in three textbook publishers in Brazil, focusing on their relationship with a key customer: the private primary and secondary schools. Data collected from the publishers’ reports as well as interviews in the publishers and in the schools they serve, were analyzed and compiled in descriptive insights. Evidence suggest the adaptation of the publishers’ capabilities and processes included changes in mindset to better understand the customer’s needs; the acquisition of new competencies, usually by hiring former school employees with experience and interpersonal skills; and stronger integration between services (commercial) and product development (editorial) teams. The insights herein provided may encourage managers to evaluate and revise their current or future transition toward servitization.Servitização é um movimento estratégico no qual empresas – usualmente indústrias de alto valor agregado – expandem suas ofertas ao adicionar serviços aos produtos existentes. Este artigo busca estudar a transição à servitização sob uma perspectiva organizacional, pois as mudanças organizacionais requeridas estão entre as principais dificuldades a superar. O Modelo Estrela de design organizacional foi empregado para descrever e explicar como tais mudanças, em termos de estratégia, estrutura, processos, pessoas e recompensas, ocorreram na indústria de livros didáticos. Esse é um setor particularmente interessante, pois tem crescentemente oferecido serviços e conteúdo digital, ligados ao livro didático impresso. Uma pesquisa empírica de multi-casos foi realizada em três editoras no Brasil, focalizando em seu relacionamento com um cliente-chave: escolas privadas de ensino primário e secundário. Dados coletados de relatórios das editoras bem como de entrevistas nessas editoras e na sua clientela de escolas, foram analisados e então compilados em insights descritivos. Evidências sugerem que a adaptação das capacidades e processos das editoras incluíram mudanças de mentalidade, para melhor compreender as necessidades dos clientes; a aquisição de novas competências, usualmente pela contratação de ex-funcionários de escolas, experientes e com habilidades interpessoais; e maior integração entre equipes de serviços (comercial) e desenvolvimento de produtos (editorial). Os insights aqui oferecidos podem encorajar gestores a avaliar e revisar sua atual ou futura transição à servitização.Associação Brasileira de Engenharia de Produção2016-12-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfaudio/mpeghttps://www.producaoonline.org.br/rpo/article/view/199810.14488/1676-1901.v16i4.1998Revista Produção Online; Vol. 16 No. 4 (2016); 1172-1190Revista Produção Online; v. 16 n. 4 (2016); 1172-11901676-1901reponame:Revista Produção Onlineinstname:Associação Brasileira de Engenharia de Produção (ABEPRO)instacron:ABEPROengporhttps://www.producaoonline.org.br/rpo/article/view/1998/1466https://www.producaoonline.org.br/rpo/article/view/1998/1467Copyright (c) 2016 Revista Produção Onlineinfo:eu-repo/semantics/openAccessFerreira Junior, Silas CostaSilva, Marcia Terra da2016-12-15T10:32:53Zoai:ojs.emnuvens.com.br:article/1998Revistahttp://producaoonline.org.br/rpoPUBhttps://www.producaoonline.org.br/rpo/oai||producaoonline@gmail.com1676-19011676-1901opendoar:2016-12-15T10:32:53Revista Produção Online - Associação Brasileira de Engenharia de Produção (ABEPRO)false |
dc.title.none.fl_str_mv |
Servitization: organizational implications and acquisition of competencies Servitização: implicações organizacionais e aquisição de competências |
title |
Servitization: organizational implications and acquisition of competencies |
spellingShingle |
Servitization: organizational implications and acquisition of competencies Ferreira Junior, Silas Costa Servitization. Service Operations. Organization Design. Organizational Competencies. Servitização. Operações de Serviços. Projeto Organizacional. Competências Organizacionais. |
title_short |
Servitization: organizational implications and acquisition of competencies |
title_full |
Servitization: organizational implications and acquisition of competencies |
title_fullStr |
Servitization: organizational implications and acquisition of competencies |
title_full_unstemmed |
Servitization: organizational implications and acquisition of competencies |
title_sort |
Servitization: organizational implications and acquisition of competencies |
author |
Ferreira Junior, Silas Costa |
author_facet |
Ferreira Junior, Silas Costa Silva, Marcia Terra da |
author_role |
author |
author2 |
Silva, Marcia Terra da |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Ferreira Junior, Silas Costa Silva, Marcia Terra da |
dc.subject.por.fl_str_mv |
Servitization. Service Operations. Organization Design. Organizational Competencies. Servitização. Operações de Serviços. Projeto Organizacional. Competências Organizacionais. |
topic |
Servitization. Service Operations. Organization Design. Organizational Competencies. Servitização. Operações de Serviços. Projeto Organizacional. Competências Organizacionais. |
description |
Servitization is a strategic move in which firms —usually manufacturers in high value-added industries— expand their offerings by bundling core products with additional services. This article aims to study the transition toward servitization from an organizational perspective, because the required organizational changes are among the main difficulties to overcome. The Star Model of organizational design was employed to describe and explain how such changes, in terms of strategy, structure, processes, people and rewards, were carried out in the textbook publishing industry. It is a particularly interesting sector, which has increasingly offered services and digital content, bundled with the printed textbook. A multi-case research was conducted in three textbook publishers in Brazil, focusing on their relationship with a key customer: the private primary and secondary schools. Data collected from the publishers’ reports as well as interviews in the publishers and in the schools they serve, were analyzed and compiled in descriptive insights. Evidence suggest the adaptation of the publishers’ capabilities and processes included changes in mindset to better understand the customer’s needs; the acquisition of new competencies, usually by hiring former school employees with experience and interpersonal skills; and stronger integration between services (commercial) and product development (editorial) teams. The insights herein provided may encourage managers to evaluate and revise their current or future transition toward servitization. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-12-15 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.producaoonline.org.br/rpo/article/view/1998 10.14488/1676-1901.v16i4.1998 |
url |
https://www.producaoonline.org.br/rpo/article/view/1998 |
identifier_str_mv |
10.14488/1676-1901.v16i4.1998 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://www.producaoonline.org.br/rpo/article/view/1998/1466 https://www.producaoonline.org.br/rpo/article/view/1998/1467 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Revista Produção Online info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Revista Produção Online |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf audio/mpeg |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Engenharia de Produção |
publisher.none.fl_str_mv |
Associação Brasileira de Engenharia de Produção |
dc.source.none.fl_str_mv |
Revista Produção Online; Vol. 16 No. 4 (2016); 1172-1190 Revista Produção Online; v. 16 n. 4 (2016); 1172-1190 1676-1901 reponame:Revista Produção Online instname:Associação Brasileira de Engenharia de Produção (ABEPRO) instacron:ABEPRO |
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Associação Brasileira de Engenharia de Produção (ABEPRO) |
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ABEPRO |
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ABEPRO |
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Revista Produção Online |
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Revista Produção Online |
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Revista Produção Online - Associação Brasileira de Engenharia de Produção (ABEPRO) |
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||producaoonline@gmail.com |
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