The  bumpy  servitization  road  upstream  in  the  value  chain:  

Wim  Coreynen  Paul  Matthyssens  Koen  Vandenbempt  

strategies,  enablers  &  barriers  in  digitization  

Overview  

   Introduction    Research  framework    Preliminary  integrative  framework    Results    Conclusions    

Introduction  

The  many  bene=its/opportunities  of  servitization  &  digitization:  Servitization:  commercial  beneEits,  deal  with  commoditization,  compete  with  lower  cost  economies,  an  alternative  to  product  and  process  innovation  Digitization:  inEinite  possibilities  for  connecting  people,  systems,  companies,  etc.,  enhance  operational  performance,  deepen  customer  insight  

 Increasing  attention  and  clear  links  between  both  Eields  of  study,      yet  no  connection  on  a  more  strategic  level  

Introduction  

Address  two  shortcomings:      Treat  digitization  as  a  facilitator  for  strategic  servitization  purposes,  not  a  mere  upgrading  of  digital  tools  Focus  on  SMEs,  for  whom  there  is  no  predeEined  transition  process  for  service  infusion  

Our  aim  is  to  =ind  how  SMEs  can  improve  on  servitization  through  digitization    Also,  to  pinpoint  and  describe  enablers  and  barriers  when  

implementing  new  technologies    

 

Research    framework    

Preliminary  integrative  framework  

Alpha   Beta   Charlie  

Founded   1986   1970   2008  

Revenue   €33  million  (2013)  

€5.9  million  (2012)  

€1.2  million  (2013)  

#employees   170   60   12  

Main  products   Electrical  switchboards  

Precision-­‐engineered  components  

FuncEonal  soles  

Clients   Local  OEMs  &  installers  

Wide  variety  of  internat.  clients   Local  chiropodists  

Results  

Case  studies  

Alpha   Beta   Charlie  

Technology   Web  applicaEon   Direct  digital  manufacturing  

Digital  foot  scanner  

Product  dimension  (1)  

Unique  switchboards    

More  precise  teeth  prostheEcs,  also  stronger  &  lighter  

Personalized  funcEonal  soles  

Service  dimension  (2)  

Building  switchboards  

Modelling  &  prinEng  

prostheEcs  

Modelling  &  moulding  soles  

Business  model  dimension  (3)  

Licensing  the  web  app  to  compeEtors  

abroad  

New  applicaEons  such  as  opEcians   -­‐  

Results  

Preliminary  integrative  framework  

Results  

Barriers  &  enablers  

Alpha   Beta   Charlie  

Enablers  

Increase  in  speed,  less  stock  &  generate  docs  automaEcally    

Increase  in  speed,  no  stock,  cleaner,  

safer,  less  materials,  energy  &  less  labour  

Increase  in  speed,  no  stock  &  cleaner  

Barriers  

Difficult  to  convince  

employees  &    inEmidaEon  by  

suppliers  

Difficult  to  convince  clients  &  inEmidaEon  by  

clients  

Difficult  to  convince  clients  

Conclusions  

Through  digitization,  SME’s    may  deepen  customer  relations  through:    offering  more  customized  solutions  (product  dimension)    that  are  better  integrated  in  the  clients’  processes  (service  dimension)      

 This  may  lead  to  higher  operational  performance    as  well  as  new  revenue  streams  (business  model  dimension)  through  opening  up  new  markets  and/or  applications,  

 In  doing  so,  companies  need  to  develop  new  capabilities  for  convincing  employees,  clients  and  suppliers.  

Questions?  

  E:  wim.coreynen@ams.ac.be    T:  @WimCoreynen      L:  linkedin.com/in/wimcoreynen  

 

OPENING  MINDS  TO  IMPACT  THE  WORLD