Introduction to Technology-Service Management: Servitization, Frameworks, and Servitization Trends

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How to turn a traditional product into a service? How to equip the existing physical medium with differentiating features? Why do we need complementary services to an already seemingly efficient product? These and many more are the questions that concern the area of Technology-Service Management - the field, that primarily deals with the idea of developing and implementing technology for the sake of creating a service-shaped value out of it. In this chapter, we will become familiar with the ever-evolving definition of servitization and understand why innovative firms are interested in pursuing this strategy. Subsequently, the chapter will introduce two necessary frameworks for identifying the need for servitization - namely, the Gap Model of Service Quality and ServQual. Finally, we will explore three types of Product-Service Systems (PSS) through the case studies of the recent servitization trends.