Transição para servitização: uma revisão estruturada da literatura
DOI:
https://doi.org/10.14488/1676-1901.v21i2.4236Keywords:
Servitização. Transição para Servitização. Revisão da literatura.Abstract
Empresas típicas de manufatura vêm acrescentando serviços aos produtos com a finalidade de criar ofertas, bem como fortalecer o relacionamento com os clientes. Nesse contexto, o presente trabalho tem como objetivo investigar a literatura sobre servitização, destacando transição de empresas típicas de manufatura ocorrida nos últimos anos. O processo de seleção do conjunto de publicações para análise resultou em 50 artigos em consonância com o tema de pesquisa nas bases de dados Web of Science, Scopus e ScienceDirect. A análise bibliométrica identificou que os artigos foram escritos por 145 autores e coautores, publicados em 27 periódicos em um período de 10 anos (2009-2019) em 14 países resultando em um conjunto de 414 palavras-chave. A análise de conteúdo mostrou que em uma parte das publicações, o tema central está direcionado para a transição para servitização, incluindo também os desafios identificados para dar suporte a esta transição. Outro tema ainda pouco explorado, mas com grande potencial é a servitização digital, visto que, com o avanço da tecnologia, novas soluções podem surgir. Estes resultados indicam uma necessidade de estudos com este tema que exploram o uso de tecnologia para o desenvolvimento de novas soluções que fortaleçam as ofertas de serviços integrados aos produtos.Downloads
References
Adel, R.; Wiesner, S. Conceptual Approach for Value Driven Performance in Servitizing Companies. International Journal of Services and Operations Management, v. 21, n. 4, p. 504-531, 2015.
Annamalai, V.G.; Roy, R.; Corney, J. Advances in Designing Product-Service Systems. Journal of the Indian Institute of Science, v. 95, n. 4, p. 429-447, 2011.
Ardolino, M.; Saccani, N.; Gaiardelli, P.; Rapaccini, M. Exploring the Key Enabling Role of Digital Technologies for PSS Offerings. Procedia CIRP, v. 47, p. 561-566, 2016.
Baines, T, S.; Lightfoot, H, W.; Benedettini, O.; Kay, J, M. The servitization of manufacturing: A review of literature and reflection on future challenges. Journal of Manufacturing Technology Management, v. 20, n. 5, p. 547-567, 2009.
Baines, T.S.; Lightfoot, H.W. Servitization of the Manufacturing Firm: Exploring the Operations Practices and Technologies that Deliver Advanced Services. International Journal of Operations & Production Management, v. 34, n.1, p. 2-35, 2014.
Baines, T.S.; Ziaee, B.; Bustinza, O.; Shi, C.; Baldwin, J.; Rigway, K. Servitization: Revisiting the State-of-the-art and Research Priorities. International Journal of Operations & Production Management, v. 37, n. 2, p. 256-278, 2017.
Benedettini, O.; Neely, A.; Swink, M. Why do servitized firms fail? A risk-based explanation. International Journal of Operations & Production Management, v. 35, n. 6, p. 946–979, 2015.
Beuren, F.H.; Gomes, F.M.G.; Miguel, P.A.C. Product-service systems: A literature review on integrated products and services. Journal of Cleaner Production, v. 47, n. 1, p. 222–231, 2013.
Bigdeli, Z.; Bustinza, O.; Vendrell-Herrero, F.; Baines, T.S. Network positioning and risk perception in servitization: Evidence from the UK road transport industry. International Journal of Production Research, v. 56, n. 6, p. 2169–2183, 2018.
Buschmeyer, A.; Schuh, G.; Wentzel, D. Organizational Transformation Towards Product-service Systems – Empirical Evidence in Managing the Behavioral Transformation Process. Procedia CIRP, v. 47, p. 264-269, 2016.
Bustinza, O.; Vendrell-Herrero, F.; Baines, T. Service implementation in manufacturing: An organisational transformation perspective. International Journal of Production Economics, v. 192, n. 1, p. 1-8, 2017.
Bustinza, O.; Gomes, E.; Vendrell-Herrero, F.; Baines, T.S. Product-service innovation and performance: the role of collaborative partnerships and R&D intensity. R&D Management, v. 49, n. 1, 2018.
Brandley, J.; Barbier, J.; Handler, D. Embracing the Internet of Everything to capture your share of $14.4 trillion. Cisco White Paper, v. 1, n. 1, 2013.
Classen, M.; Friedli, T. Value-Based Marketing and Sales of Industrial Services: A systematic literature review in the age of digital technologies, Procedia CIRP, v. 83, p. 1-7, 2019.
Crowley, E.; Burton, J.; Zolkiewski, J. Servitization intent as a factor in the servitization process. Journal of Business & Industrial Marketing, v. 33, n. 8, p. 1125-1140, 2018.
Coreynen, W.; Matthyssen, P.; Van Bockhaven, W. Boosting servitization through digitization: Pathways and dynamic resource configurations for manufacturers, Industrial Marketing Management, v. 60, n. 1, p. 42–53, 2017.
Cui, L.; Su, S.; Feng, Y.; Hertz, S. Causal or effectual? Dynamics of decision making logics in servitization. Industrial Marketing Management, v. 82, 2019.
Dombrowski, U.; Fochler, S. Impact of Service Transition on After Sales Service Structures of Manufacturing Companies. Procedia CIRP, v. 64, p. 133-138, 2017.
Dubruc, N.; Peillon, S.; Farah, A. The Impact of Servitization on Corporate Culture. Procedia CIRP, v. 16, p. 289–294, 2014.
Filippini, R. Operations management research: some reflections on evolution, models and empirical studies in OM. International Journal of Operations & Production Management, v. 17, n. 7, p. 655-670, 1997.
Finne, M.; Brax, S.; Holmstrom, J. Reversed servitization paths: A case analysis of two manufacturers. Service Business, v. 7, n. 4, 2013.
Gaiardelli, P.; Pinto, D.S.; Resta, B. ICT Functionalities in the Servitization of Manufacturing. IFAC Proceedings, v. 46, n. 9, p. 2063-2068, 2013.
Gebauer, H.; Joncourt, S.; Saul, C. Services in product-oriented companies: Past, present and future. Universia Business Review, v. 49, n. 1, p. 32-53, 2016.
Goduscheit, R.C.; Faullant, R. Paths toward radical service innovation in manufacturing companies – A service-dominant logic perspective. Journal of Product Innovation Management, v. 35, n. 5, p. 701-719, 2018.
Grubic, T. Servitization and remote monitoring technology A literature review and research agenda. Journal of Manufacturing Technology Management, v. 25, n. 1, p. 100-124, 2014.
Gurtu, A. The Strategy of Combining Products and Services: A Literature Review. Services Marketing Quarterly, v. 40, n.1, p. 82-106, 2019.
Ingenbleek, P. The theoretical foundations of value-informed pricing in the service-dominant logic of marketing. Management Decision, v. 52, n. 1, p. 33–53, 2014.
Karlsson, U. Service based manufacturing strategies implications for product development, productions and service operations in global companies. In: Proceedings of the POMS College of Service Operations and EurOMA Conference, London Business School, London, 2007.
Kowalkowski, C.; Kindstrom, D.; Gebauer, H. ICT as a catalyst for service business orientation. Journal of Business & Industrial Marketing, v. 28, n. 6, p. 506-513, 2013.
Kowalkowski, C.; Windhal, C.; Kindstrom, D.; Gebauer, H.; Heiko, P. What Service Transition? Rethinking Established Assumptions About Manufacturers Service-Led Growth Strategies. Industrial Marketing Management, v. 44, n. 2, p. 59-69, 2015.
Kowalkowski, C.; Gebauer, H.; Olivia, R. Service growth in product firms: Past, present, and future. Industrial Marketing Management, v. 60, n. 2, p. 82–88, 2017.
Lammi, M. Emotional service experience toolkit for servitization. The Design Journal, v.20, n.1, p. 2267- 2278, 2017.
Lenka, S.; Parida, V.; Wincent, J. Digitalization Capabilities as Enablers of Value Co-Creation in Servitizing Firms. Psychology & Marketing, v. 34, n.1, p. 92-100, 2017.
Li, H.; Tian, G.; Tian, Y. Servitization: Its preferred organization and impact on firm performance. Human Systems Management, v. 37, n. 2, p. 181-193, 2018.
Lienert, A.; Suesse, T.; Wilkens, U.; Washington, N.; Elfving, S. Perceived cultural enablers and inhibitors of the organizational transformation towards PSS. Procedia CIRP, v. 83, p. 311-317, 2019.
Marcon, E.; Marcon, A.; Dain, M.; Ayla, N.; Frank, A.; Matthieu, J. Barriers for the digitalization of servitization. Procedia CIRP, v. 83, p. 254-259, 2019.
Marilungo, E.; Papetti, A.; Germani, M.; Peruzzini, M. From PSS to CPS design: A real industrial use case toward industry 4.0. Procedia CIRP. v. 64, p. 357–362, 2017.
Markides, C. How established firms exploit disruptive business model innovation. Business Model Innovation, v. 26, n. 1, p. 123-144, 2015.
Martinez, V..; Bastl, M.; Kingston, J.; Evans, S. Challenges in transforming manufacturing organisations into product-service providers. Journal of Manufacturing Technology Management, v. 21, n. 4, p. 449-469, 2010.
Martín-Peña, M.: Ziaee, B. Servitization: Academic research and business practice. Universia Business Review, v. 49, n. 49, p. 18-31, 2016.
Martín-Peña, M.: Diaz-Garrido, E.; Sanchez, J. The digitalization and servitization of manufacturing: A review on digital business models. Strategic Change, v. 27, n. 2, p. 91-99, 2018.
Martín-Peña, M.: Pinillos, M.; Recio, L. The intellectual basis of servitization: A bibliometric analysis. Journal of Engineering and Technology Management, v. 43, p. 83-97, 2017.
Mastrogiacomo, L.; Barravecchia, F.; Franceschini, F. Definition of a conceptual scale of servitization: Proposal and preliminary results. Journal of Manufacturing Science and Technology, v. 29, n. 1, p. 141-156, 2018.
Matthyssens, P.; Vandenbempt, K. Moving from basic offerings to value-added solutions: Strategies, barriers and alignment, Industrial Marketing Management, v. 37, n. 3, p. 316–328, 2008.
Neely, A. Exploring the financial consequences of the servitization of manufacturing, Journal of Operations Management, v. 1, n. 1, p. 103–118. 2009.
Nie, Y.; Kosaka, M. Customer self-service platform: The next practice for servitisation of manufacturing. International Journal of Services and Operations Management, v. 25, n. 2, p. 259-261, 2016.
Osterwalder, A.; Pigneur, Y.; Tucci, C.L. Clarifying Business Models: Origins, Present, and Future of the Concept. Communications of the Association for Information Systems, v. 16, n. 1, p. 23-44, 2005.
Ostrom, A.; Parasuraman, A.; Bowen, D.; Patrício, L.; Voss, C. Service Research Priorities in a Rapidly Changing Context. Journal of Service Research, v. 19, n. 2, p. 127-159, 2015.
Paslauski, C.; Ayala, N.; Tortorella, G.: Frank, A. The Last Border for Servitization. Procedia CIRP, v. 47, p. 394-399, 2016.
Perona, M.; Saccani, N.; Bacchetti, A. Research vs. Practice on Manufacturing Firms Servitization Strategies: A Gap Analysis and Research Agenda. Systems, v. 19, n. 5, p. 2-30, 2017.
Pieroni, M.; Marques, C.; Campese, C.; Guzzo, D.; Mendes, G.; Costa, J.; Glauco, M.; Rozenfeld, H. Transforming a Traditional Product Offer into PSS: A Practical Application. Procedia CIRP, v. 47, p. 412-417, 2016.
Rabetino, E.; Harmsen, W.; Kohtamaki, M.; Sihvonen, J. Structuring servitization related research. International Journal of Operations & Production Management, v. 38, n. 2, p. 350–371, 2018.
Ren, G.; Gregory, M. Implementing service strategy in manufacturing companies: the case for a whole business approach. Proceedings of the 16th International Annual EurOMA Conference, Gotemburg, v.1, n. 5, p. 14-17, 2009.
Reim, W.; Parida, V.; Ortqvist, D. Product-Service Systems (PSS) business models and tactics - A systematic literature review. Journal of Cleaner Production, v. 97, n. 1, p. 61-75, 2014.
Roy, R.; Cheruvu, K. A competitive framework for industrial product-service systems. International Journal of Internet Manufacturing and Services, v. 2, n. 1, p. 4-29, 2009.
Rymaszewska, A.; Helo, P.; Gunasekaran, A. IoT powered servitization of manufacturing: an exploratory case study. International Journal of Production Economics, v. 192, n. 2, p. 92-105, 2017.
Saccani, N. Servitisation strategies and sourcing decisions for product services: An exploratory study. International Journal of Industrial and Systems Engineering, v. 10, n. 3, p. 336-354, 2012.
Saebi, T.; Lien, L.; Foss, N.J. What drives business model adaptation? The impact of opportunities, threats and strategic orientation. Long Range Planning, v. 50, n. 5, p. 138-150, 2017.
Sanchez-Montesinos, F.; Opazo, M.; Arias, D.; Bustinza, O. Creating isolating mechanisms through digital servitization: The case of Covirán. Strategic Change, v. 27, n. 2, p. 121-128, 2018.
Sayar, D.; Er, O. The transformative effects of digital technologies on the product design practices of servitizing manufacturers. The Design Journal, v. 22, n. 1, p. 51-68, 2019.
Suesse, T.; Wilkens, U.; Hohagen, S.; Artinger, F. Digital competence of stakeholders in Product-Service Systems (PSS): Conceptualization and empirical exploration. Procedia CIRP, v. 73, p. 197-202, 2018.
Valtakoski, A. Explaining servitization failure and deservitization: A knowledge-based perspective. Industrial Marketing Management, v. 60, n. 1, p. 138-150, 2017.
Vandermerwe, S.; Rada, J. Servitization of business: adding value by adding services. European Management Journal, v. 6, n. 4, p. 314-24, 1988.
Vargo, S.; Lusch, R. Evolving to a new dominant logic for marketing. Journal of Marketing, v. 68, p. 1-17, 2004.
Visnijc, I.; Looy, B.; Neely, A. Steering Manufacturing Firms Towards Service Business Model Innovation. California Management Review, v. 56, n. 1, p. 100-123, 2013.
Visnijc, I.; Neely, A.; Jovanovic, M. The path to outcome delivery: Interplay of service market strategy and open business models. Technovation, v. 73, n. 1, p. 46–59, 2018.
Yin, R. Estudo de caso: planejamento e métodos. Porto Alegre: Bookman, 2010.
Wang, W.; Lai, K.; Shou, Y. The impact of servitization on firm performance: a meta-analysis. International Journal of Operations & Production Management, v. 38, n. 7, p. 1562-1588, 2018.
Weigel, S.; Hadwich, K. Success factors of service networks in the context of servitization – Development and verification of an impact model. Industrial Marketing Management, v. 74, n. 2, p. 120-142, 2018.
Zhang, W.; Banrji, S. Challenges of servitization: A systematic literature review. Industrial Marketing Management, v. 65, n. 9, p. 217-227, 2017.
Zheng, P.; Wang, Z.; Chen, C.; Khoo, L. A Survey of Smart Product-Service Systems: Key Aspects, Challenges and Future Perspectives. Advanced Engineering Informatics, v. 42, n. 1, p. 372-400, 2019.
Ziaee, B.; Baines, T, S.; Bustinza, O.; Shi, V. Organisational Change towards Servitization: A Theoretical Framework. Competitiveness Review An International Business Journal incorporating Journal of Global Competitiveness, v. 27, n. 1, p. 17-39, 2016.
Ziaee, B.; Ali, B.; Baines, T.S.; Schroeder, A.; Brown, S.; Musson, E.; Shi, V.; Calabrese, A. Measuring servitization progress and outcome: the case of advanced services. Production Planning & Control, v. 29, n. 4, p. 1-18, 2018.
Zou, W.; Brax, S.; Rajala, R. Complexity in Product-Service Systems: Review and Framework. Procedia CIRP, v. 73, p. 3-8, 2018.
Published
How to Cite
Issue
Section
License
The Journal reserves the right to make spelling and grammatical changes, aiming to keep a default language, respecting, however, the style of the authors.
The published work is responsibility of the (s) author (s), while the Revista Produção Online is only responsible for the evaluation of the paper. The Revista Produção Online is not responsible for any violations of Law No. 9.610 / 1998, the Copyright Act.
The journal allows the authors to keep the copyright of accepted articles, without restrictions
This work is licensed under a Creative Commons License .
