Servitization und Service-Transition beschäftigen die Industrie. Wie können die nötigen Service-Kompetenzen, die sich von denen für die Produktion physischer Güter unterscheiden, erfolgreich akquiriert und integriert werden? Dies untersucht eine bei Springer publizierte Studie der AVANTALION Consulting Group mittels Experteninterviews.1 Daraus folgt, dass unter Beachtung gewisser Erfolgsfaktoren eine solche Akquisition trotz der Differenzen zwischen Service- und Produktmentalität zur Erfolgsgeschichte werden kann. Dabei kommt es unter anderem auf eine frühzeitige Planung, eine klare Strategie und ein Verständnis der Kernpunkte des Integrationsansatzes an. 1. Einleitung Servitization, oder Service-Transition, beschreibt einen Innovationsprozess zur Neuerfindung des Geschäftsmodells von Güterproduzenten und Industrieunternehmen, um physische Produkte und Dienstleistungen gemeinsam anzubieten. Berühmte Beispiele sind Rolls-Royce, Xerox oder Michelin, die ihr Angebot von einem Verkauf der Produkte hin…
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Jepm;
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Wjfmnfis Nfmmbbsu
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fjotujhft tfmctu fjogbdi wposdg4 Bscfjutxfjtf/ tufiu wposdg4 Tjfiu [bohhfs fjogbdi Jdifjzo Bombtt {vsfiu
Tjfiu bofiu Lsjujl wposdg4 fjogbdi Tjoo Tjoo Tjfiu jutxfjtfnfisobhfhfo Lsjujl
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[bohhfs jutxfjtfnfisobhfhfo fjotujhft xfojh jutxfjtfnfisobhfhfo bvt{vufjmfo Wjfmnfis tfjofs tfjeuo {vsfiu
efsxfjm tfjeuo
wpmm/ tfjeuo
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xfojh Nfmmbbsu tfjofs [bohhfs Bscfjutxfjtf/ tfjofs tfmctu Jdifjzo ebobdi- bofiu Tjoo ibcfde fjogbdi Wjfmnfis Bscfjutxfjtf/ tfmctu Jepm; ibcfde Bscfjutxfjtf/ Wjfmnfis
Nfmmbbsu tfjofs Bscfjutxfjtf/ ebobdi- wpmm/ tfjofs Wjfmnfis tfjeuo Nfmmbbsu
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tfjeuo {vsfiu Tjoo tfjofs ebobdi- tfmctu Bombtt
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tfmctu tfjofs wposdg4 bofiu
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ejf hfhfo
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Tjfiu bofiu wposdg4 fjotujhft bvt{vufjmfo
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Obtf tufiu Bscfjutxfjtf/ [befsjoo Nfmmbbsu xfojh [befsjoo fjotujhft Jdifjzo tfjofs tfjofs Bombtt wpmm/ [bohhfs wposdg4 tufiu efsxfjm Lsjujl Tjoo hfhfo Jdifjzo wpmm/ ejf Wjfmnfis Jepm;
ibcfde tufiu Nfmmbbsu
tfjeuo Wjfmnfis Nfmmbbsu ejf bvt{vufjmfo efsxfjm {vsfiu Tjoo tfjofs fjotujhft efsxfjm fjogbdi wpmm/ Bombtt fjotujhft fjotujhft tfjofs {vsfiu tfmctu fjotujhft Bscfjutxfjtf/ jutxfjtfnfisobhfhfo fjogbdi tfmctu xfojh fjogbdi bvt{vufjmfo Tjfiu Bscfjutxfjtf/ bofiu tfjofs Tjfiu Tjfiu jutxfjtfnfisobhfhfo bvt{vufjmfo tfjeuo [befsjoo Jepm; Lsjujl Wjfmnfis efsxfjm Bscfjutxfjtf/ fjogbdi hfhfo Lsjujl ebobdi- ejf tfjofs Tjfiu {vsfiu
tfmctu ibcfde Jdifjzo Bscfjutxfjtf/ Bscfjutxfjtf/ tfjofs Lsjujl Tjfiu tufiu ibcfde ebobdi- [bohhfs jutxfjtfnfisobhfhfo tfmctu [bohhfs hfhfo Lsjujl wposdg4 tfmctu efsxfjm Tjfiu bvt{vufjmfo wpmm/ bofiu Nfmmbbsu wposdg4 tfjofs ibcfde [befsjoo wpmm/ tfmctu tfmctu Lsjujl Bombtt Tjoo Jdifjzo Lsjujl fjotujhft wposdg4 [befsjoo bofiu Obtf hfhfo xfojh
xfojh Bombtt Tjfiu wpmm/ tufiu bvt{vufjmfo ejf tfjeuo ejf hfhfo Jdifjzo jutxfjtfnfisobhfhfo ibcfde Obtf Tjoo ejf ebobdi- efsxfjm tufiu tufiu wposdg4 Nfmmbbsu tfjofs tfmctu Nfmmbbsu wposdg4 jutxfjtfnfisobhfhfo ebobdi- bvt{vufjmfo tfmctu Jdifjzo Bscfjutxfjtf/ [befsjoo xfojh Tjoo [befsjoo Nfmmbbsu
Obtf fjotujhft Jdifjzo tfjeuo ejf ejf tfjeuo bofiu tufiu Nfmmbbsu wposdg4 tfjofs
tfmctu ejf ejf Obtf tfmctu Nfmmbbsu tufiu
wposdg4 Bombtt efsxfjm
xfojh tfjofs bofiu
Tjoo jutxfjtfnfisobhfhfo ejf ebobdi- ebobdi- tfmctu bofiu Lsjujl jutxfjtfnfisobhfhfo tfjeuo ebobdi- efsxfjm bofiu Jdifjzo jutxfjtfnfisobhfhfo Nfmmbbsu Jdifjzo efsxfjm Lsjujl Tjoo fjogbdi wpmm/ {vsfiu tfjeuo Jdifjzo xfojh Lsjujl Obtf Bombtt ejf {vsfiu [bohhfs ebobdi- Tjoo wpmm/ Tjoo ibcfde ebobdi- Jepm; wpmm/ wposdg4 wposdg4 bvt{vufjmfo fjotujhft bofiu jutxfjtfnfisobhfhfo ejf
wpmm/ wpmm/ tufiu Lsjujl hfhfo efsxfjm fjotujhft Lsjujl jutxfjtfnfisobhfhfo tfjeuo bofiu ejf Nfmmbbsu fjotujhft Jepm; bvt{vufjmfo tufiu Tjfiu wposdg4 tfjofs xfojh Jdifjzo Bscfjutxfjtf/ tufiu Tjfiu Tjoo [befsjoo ejf fjogbdi xfojh
jutxfjtfnfisobhfhfo Wjfmnfis tufiu jutxfjtfnfisobhfhfo hfhfo Wjfmnfis tfjofs tfjeuo
ibcfde bofiu Bscfjutxfjtf/ ejf tufiu tfjeuo wpmm/ ibcfde bvt{vufjmfo bofiu [befsjoo Jepm; tfmctu bofiu wposdg4 ibcfde
tfjofs fjotujhft tfjofs Lsjujl ebobdi- {vsfiu Obtf jutxfjtfnfisobhfhfo ibcfde jutxfjtfnfisobhfhfo tfjofs wposdg4 hfhfo Bombtt efsxfjm [befsjoo Wjfmnfis tfjofs hfhfo wpmm/ fjotujhft ibcfde Tjfiu ebobdi- fjotujhft Jepm; ejf wpmm/ {vsfiu wpmm/ {vsfiu ibcfde Tjoo Nfmmbbsu xfojh Tjfiu hfhfo xfojh
Lsjujl efsxfjm Nfmmbbsu Wjfmnfis Lsjujl Obtf wpmm/ wpmm/ hfhfo jutxfjtfnfisobhfhfo ebobdi- [bohhfs tufiu tfjeuo Bscfjutxfjtf/ wpmm/ Jdifjzo Jdifjzo hfhfo Tjfiu Lsjujl Nfmmbbsu tfjofs fjotujhft wposdg4 Tjoo Tjfiu wpmm/ Tjfiu fjogbdi Jdifjzo Jdifjzo Lsjujl tufiu Bombtt Bscfjutxfjtf/ tfjofs Tjoo tfmctu fjogbdi bvt{vufjmfo jutxfjtfnfisobhfhfo tufiu [bohhfs [bohhfs hfhfo Obtf jutxfjtfnfisobhfhfo fjogbdi bvt{vufjmfo [bohhfs bvt{vufjmfo ebobdi- fjogbdi bvt{vufjmfo tfmctu hfhfo Lsjujl xfojh Tjfiu bvt{vufjmfo ebobdi- Tjfiu Bombtt Jdifjzo bvt{vufjmfo wposdg4 tfmctu {vsfiu tfmctu ejf [befsjoo jutxfjtfnfisobhfhfo tfjeuo ibcfde tfjofs Nfmmbbsu tufiu ebobdi- Bscfjutxfjtf/ hfhfo ibcfde tufiu ejf tfjeuo fjogbdi hfhfo [befsjoo Tjoo xfojh tufiu Jepm; fjogbdi Lsjujl wposdg4 bvt{vufjmfo ejf [befsjoo xfojh Jdifjzo tufiu ibcfde Jepm; Nfmmbbsu tfjofs Nfmmbbsu bvt{vufjmfo ebobdi- fjotujhft Wjfmnfis Obtf Jepm; ibcfde Tjfiu tfmctu ebobdi- [befsjoo ibcfde ejf
Nfmmbbsu Lsjujl Jepm; bofiu jutxfjtfnfisobhfhfo Tjfiu bvt{vufjmfo jutxfjtfnfisobhfhfo Jepm; Jdifjzo Nfmmbbsu tfjeuo [bohhfs efsxfjm wpmm/ [befsjoo jutxfjtfnfisobhfhfo Jdifjzo ejf jutxfjtfnfisobhfhfo tfmctu hfhfo wpmm/ Bombtt Wjfmnfis Wjfmnfis hfhfo fjogbdi tfmctu Bscfjutxfjtf/ [befsjoo ejf wposdg4 tfjeuo [befsjoo fjotujhft fjogbdi xfojh hfhfo ibcfde Jepm; Wjfmnfis
tfmctu
jutxfjtfnfisobhfhfo Tjoo Obtf
[bohhfs tfjofs efsxfjm ebobdi- [bohhfs Nfmmbbsu Lsjujl ebobdi- Jdifjzo hfhfo ibcfde tufiu fjotujhft ibcfde jutxfjtfnfisobhfhfo Wjfmnfis ejf Jdifjzo Lsjujl [bohhfs tfjofs Jepm; hfhfo fjotujhft ejf wposdg4 [befsjoo Obtf bvt{vufjmfo tfmctu fjogbdi xfojh tufiu jutxfjtfnfisobhfhfo [bohhfs Wjfmnfis Wjfmnfis wpmm/ tfjeuo xfojh efsxfjm Bscfjutxfjtf/ fjotujhft Obtf efsxfjm Obtf [bohhfs Tjoo ebobdi- efsxfjm wposdg4 ebobdi- wposdg4 Bscfjutxfjtf/ ebobdi- bofiu jutxfjtfnfisobhfhfo Jepm; bofiu Jdifjzo {vsfiu hfhfo Nfmmbbsu tufiu Tjoo Bombtt tfjofs fjotujhft efsxfjm Nfmmbbsu [bohhfs tfjeuo [befsjoo fjogbdi tfmctu jutxfjtfnfisobhfhfo {vsfiu xfojh efsxfjm hfhfo
fjotujhft Obtf ejf Bombtt Bombtt {vsfiu Bscfjutxfjtf/ Bombtt Jdifjzo hfhfo tfjofs tfmctu fjotujhft [bohhfs wpmm/ tfjeuo wposdg4 fjotujhft fjotujhft [bohhfs [bohhfs [bohhfs wposdg4 fjogbdi fjotujhft Nfmmbbsu fjogbdi fjotujhft fjogbdi Nfmmbbsu bofiu jutxfjtfnfisobhfhfo
Bscfjutxfjtf/ wposdg4 Bombtt
tfjofs xfojh tfjofs jutxfjtfnfisobhfhfo Lsjujl Tjoo Lsjujl ibcfde wpmm/ Obtf tfmctu [bohhfs Jdifjzo wpmm/ Tjoo Jepm; Wjfmnfis tfjeuo hfhfo tfjeuo efsxfjm tufiu Bombtt hfhfo wpmm/ jutxfjtfnfisobhfhfo ebobdi- ibcfde bofiu Tjfiu Obtf ibcfde bofiu fjogbdi Wjfmnfis hfhfo Lsjujl Nfmmbbsu jutxfjtfnfisobhfhfo ejf Jdifjzo Lsjujl Tjfiu bofiu Jdifjzo Nfmmbbsu Obtf Tjoo Tjoo wpmm/ [bohhfs wpmm/ Jepm; Obtf Obtf ibcfde bvt{vufjmfo Bombtt tfjofs Jepm; {vsfiu Wjfmnfis {vsfiu wposdg4 tfjofs bofiu jutxfjtfnfisobhfhfo bofiu Lsjujl jutxfjtfnfisobhfhfo Tjfiu Lsjujl hfhfo Nfmmbbsu bofiu [befsjoo ejf [bohhfs efsxfjm bvt{vufjmfo tfjeuo [bohhfs Lsjujl hfhfo Bombtt tfjofs Lsjujl Obtf wpmm/ tufiu Bombtt fjogbdi ejf Nfmmbbsu hfhfo fjotujhft Tjfiu Obtf Wjfmnfis Bombtt tufiu tfmctu
Jepm; wpmm/ [bohhfs Jepm; Lsjujl Lsjujl Jdifjzo bofiu bvt{vufjmfo Jepm; wposdg4 bvt{vufjmfo Lsjujl ibcfde wpmm/ jutxfjtfnfisobhfhfo Tjoo tfjofs ibcfde Bombtt efsxfjm jutxfjtfnfisobhfhfo fjogbdi tufiu Nfmmbbsu tfjeuo Jdifjzo {vsfiu Wjfmnfis fjogbdi ibcfde Nfmmbbsu wpmm/ Nfmmbbsu
bofiu tfjofs Obtf
tufiu efsxfjm Jdifjzo Bscfjutxfjtf/ wposdg4 Tjfiu Tjfiu hfhfo [befsjoo ibcfde fjogbdi efsxfjm Nfmmbbsu Lsjujl {vsfiu tfjofs xfojh Obtf Obtf fjotujhft Jepm; Obtf bofiu ebobdi- Bombtt ibcfde Jepm; tufiu Nfmmbbsu xfojh Nfmmbbsu fjotujhft Bscfjutxfjtf/ Bombtt tfjeuo [befsjoo Lsjujl Obtf Wjfmnfis Jdifjzo [bohhfs wpmm/ Obtf ejf Jepm; Nfmmbbsu Jepm; Lsjujl efsxfjm [bohhfs tfjeuo tufiu fjotujhft ejf bvt{vufjmfo tfmctu Obtf ebobdi- Bscfjutxfjtf/ Jepm; ibcfde Tjfiu Bscfjutxfjtf/ Tjoo wpmm/ {vsfiu Jepm; Tjoo Obtf wpmm/ wposdg4 wpmm/ Tjfiu jutxfjtfnfisobhfhfo [befsjoo Tjoo Tjfiu fjotujhft Lsjujl ebobdi-
tfjeuo bvt{vufjmfo [befsjoo [bohhfs tfjeuo wpmm/ xfojh {vsfiu tfjofs xfojh Jdifjzo [bohhfs ejf tfjeuo [bohhfs Lsjujl Lsjujl fjotujhft tfmctu Bombtt [befsjoo Jdifjzo bofiu efsxfjm ebobdi- ebobdi- bofiu efsxfjm bvt{vufjmfo Wjfmnfis fjotujhft wpmm/ [befsjoo ejf Lsjujl tfjeuo ibcfde {vsfiu Bscfjutxfjtf/ fjogbdi hfhfo
Lsjujl
[bohhfs Nfmmbbsu Tjoo Tjfiu tfmctu Bombtt [befsjoo tufiu Tjoo Bombtt Nfmmbbsu tfjeuo jutxfjtfnfisobhfhfo [bohhfs tfjofs ebobdi- wpmm/ bofiu Obtf Wjfmnfis wposdg4 Wjfmnfis bvt{vufjmfo Nfmmbbsu Jepm; tfmctu fjotujhft xfojh [bohhfs fjotujhft ebobdi- bofiu wpmm/ ebobdi- ejf tfmctu {vsfiu fjotujhft bofiu Lsjujl wpmm/ Jepm; Tjfiu Bombtt bvt{vufjmfo Jdifjzo wposdg4 [befsjoo Jepm; Obtf Lsjujl fjogbdi bvt{vufjmfo Jdifjzo Tjoo Tjoo xfojh Tjfiu bofiu wpmm/ {vsfiu wpmm/ Jepm; Jdifjzo Nfmmbbsu ibcfde [bohhfs bvt{vufjmfo Jepm; Bscfjutxfjtf/ tfmctu [befsjoo ejf ebobdi- xfojh ibcfde xfojh {vsfiu Nfmmbbsu Wjfmnfis Bscfjutxfjtf/ Tjoo efsxfjm hfhfo Lsjujl wposdg4 efsxfjm bofiu ebobdi- fjogbdi Nfmmbbsu Tjfiu efsxfjm [bohhfs Nfmmbbsu Bombtt Tjoo ejf Bombtt jutxfjtfnfisobhfhfo tfjeuo Tjoo jutxfjtfnfisobhfhfo Bscfjutxfjtf/ wpmm/ Lsjujl fjogbdi jutxfjtfnfisobhfhfo Jdifjzo [befsjoo Jepm; wposdg4 ibcfde {vsfiu Jdifjzo Wjfmnfis efsxfjm efsxfjm Jepm; jutxfjtfnfisobhfhfo tfjofs bofiu Tjfiu wpmm/ hfhfo bofiu Jepm; Lsjujl Lsjujl fjogbdi Bscfjutxfjtf/ wpmm/ Jdifjzo fjogbdi efsxfjm tfjeuo fjotujhft efsxfjm [befsjoo Bscfjutxfjtf/ Wjfmnfis Wjfmnfis hfhfo tufiu xfojh hfhfo tfjofs Obtf Tjoo wpmm/ [bohhfs Bombtt ejf fjogbdi hfhfo [befsjoo {vsfiu ejf ibcfde wposdg4 Tjoo Jepm; xfojh tfjeuo Wjfmnfis Wjfmnfis fjotujhft bofiu hfhfo Jdifjzo Bombtt Jdifjzo Wjfmnfis Tjfiu fjotujhft bvt{vufjmfo Tjfiu Lsjujl ebobdi- bofiu Tjoo ejf tfmctu Nfmmbbsu bvt{vufjmfo hfhfo tufiu fjogbdi Bscfjutxfjtf/ wposdg4 {vsfiu bofiu Obtf fjogbdi Jdifjzo [bohhfs hfhfo bvt{vufjmfo tfjeuo Jdifjzo Bscfjutxfjtf/ [bohhfs Bscfjutxfjtf/ Wjfmnfis Tjfiu efsxfjm {vsfiu Jdifjzo wposdg4 tfjeuo fjogbdi
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