Diseño de servicios para la servitizaciónEexperiencias con empresas manufactureras vascas a través de la colaboración universidad-empresa

  1. Ion Iriarte
  2. Daniel Justel
  3. Alazne Alberdi
  4. Ester Val
  5. Itsaso Gonzalez
Revista:
Universia Business Review

ISSN: 1698-5117

Año de publicación: 2016

Número: 49

Páginas: 146-181

Tipo: Artículo

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Otras publicaciones en: Universia Business Review

Resumen

Las empresas manufactureras precisan de metodologías prácticas para el diseño de ofertas integradas de producto-servicio. La disciplina del diseño de servicios ha sido sugerida como un habilitador para la servitización. Este artículo valora los resultados de la aplicación del diseño de servicios en seis empresas manufactureras inmersas en procesos de servitización. Los datos recogidos en base a la observación participativa y a entrevistas semiestructuradas infieren que el diseño de servicios permite a las empresas manufactureras superar una visión exclusivamente centrada en producto, y además abordar el diseño integral de la propuesta de valor a través de la experiencia ofertada al cliente. Además, se concluye que el diseño de servicios puede ser aplicado sin que esto suponga una transición hacia los servicios como núcleo de la oferta. No obstante, las empresas indican la necesidad de incorporar al diseño de servicios competencias de negocio cara a contemplar todos los elementos de cambio inherentes a servitización.

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