The Individual Level of Servitization: Creating Employees' Service Orientation

Abstract

Nowadays traditional manufacturers realize the growing importance of service provision, since a simple offering of stand-alone products makes a differentiation from increasing competition difficult. That is why manufacturing organizations turn out providing product-service systems, running through a specific organizational change process called servitization. While literature focuses on setting up appropriate organizational structures on an organizational level, it neglects recommendations helping organizations to overcome existing product orientation on the individual level of employees. The paper at hand presents a framework including the most important aspects a servitizing organization has to consider in dealing with the individual level of servitization.