Challenges and opportunities in the transition from product to service innovation Idea management as a vital first step in the servitisation journey for the manufacturing industry
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Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Modellbyggare
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Sammanfattning
In today's manufacturing industry, firms adapt to survive and grow by transitioning
from solely producing physical products to providing services. However, this shift
presents a significant challenge that requires a robust innovation process to generate
and invest in promising ideas that benefit both customers and the company. This
research examines how idea management can serve as the initial stage of the innovation
process and facilitate the transition towards servitisation. The authors seek to
investigate the effectiveness of idea management in supporting this shift, and how the
involvement of employees and customers can influence the service innovation process
for manufacturing companies. The empirical findings stressed that increasing the
number of ideas at the beginning of the idea management stage through engaging
customers and employees and then moving through a systematic selection process are
important prerequisites for service innovation. The idea management process needs to
be collaborative with customers and frontline employees and have functions in place to
manage knowledge exchange and ideas. Alignment between service and product
development was found to be an essential success factor for service innovation. Finally,
the research identified a need for manufacturing firms to establish a closer relationship
with end users and not only focus on involving distributors. Managerial implications for
managers of manufacturing firms highlight support and encouragement for employees
on all levels to participate in innovation and achieve a companywide initiative towards servitisation.
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Ämne/nyckelord
servitisation, idea management, service innovation, manufacturing, digitalisation