Abstract
Mr Ji, the general manager of China's largest cold chain manufacturer, Dalian Sanyo Cold Chain Co., Ltd. (DSC), was pondering whether to expand the service industrialization into other business areas or to just focus on the current display case business. DSC initiated the service industrialization in 2005 when facing severe competition in the Chinese market and realizing western customer in urgent need of high value-added service. After the incubation period, the service industrialization began to make profit and was welcomed by western customers. However, it was not successful among their Chinese customers. Meanwhile, there were several competitors planning to imitate DSC's service practices. Mr Ji had to decide on the future of service industrialization.
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