Servitization is the process of integrating products and services to add value for customers (Vandermerwe & Rada, 1988). As a research field, servitization has seen exponential growth over the past three decades (Fliess & Lexutt, 2017; Kowalkowski, Gebauer, & Oliva, 2017). It is concerned with studying the transition of firms becoming providers of hybrid offerings (Ulaga & Reinartz, 2011), integrated solutions (Davies, 2004; Matthyssens & Vandenbempt, 2008) or product-service systems (Baines et al., 2007).|
Manufacturers increasingly consider servitization for a number of different reasons: to remain strategically relevant in times of commoditization (Matthyssens and Vandenbempt 2008), to offer an alternative to low-cost competitors (Baines et al. 2007), to address higher customer expectations and to make better use of constant technological innovation (Vandermerwe and Rada 1988). Although manufacturers acknowledge the importance of moving into services, many are unable to exploit their full potential. Only a limited number of companies achieve financial success with their service strategy (Baveja, Gilbert, and Ledingham 2004; Eggert et al. 2014). Manufacturers, in particular, experience issues reaching sufficient scale in regard to service activities, which is considered as a key requirement when moving into new service additions (Coreynen, Matthyssens, Rijck, & Dewit, 2018; Visnjic & Van Looy, 2013).
The past decade, there is increasing interest in technology as an enabler for servitisation (Paschou, Adrodegari, Perona, & Saccani, 2017). The use of digital technologies supports the delivery of different types of service (Gago & Rubalcaba, 2007). On the one hand, digital manufacturing technologies offer scalability in delivering customized solutions; on the other, digital information technologies create new ways for increased interaction and connectivity with customers (Coreynen, Matthyssens, & Van Bockhaven, 2017; Lilien, 2016). The transition towards offering services through the use of digital technologies has been referred to as digital servitisation (Paschou et al., 2017; Vendrell-Herrero & Wilson, 2017).
The courses from the Data Science and Entrepreneurship program require specific prior knowledge. It is only possible to participate in this course if approved by the admission committee and if you are enrolled for the program.
Please note that this course will be taught in Mariënburg, ‘s-Hertogenbosch (JADS).