PDF Ebook Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business, by Christian Kowalkowski Wolfgang Ulaga
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Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business, by Christian Kowalkowski Wolfgang Ulaga
PDF Ebook Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business, by Christian Kowalkowski Wolfgang Ulaga
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About the Author
Christian Kowalkowski is Associate Professor of Industrial Marketing at Sweden’s Linköping University and Assistant Professor of Marketing at Finland’s Hanken School of Economics. Wolfgang Ulaga is the AT&T Professor of Services Leadership and Co-Executive Director of the Center for Services Leadership at Arizona State University’s W. P. Carey School of Business.
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Product details
Paperback: 324 pages
Publisher: Service Strategy Press (March 29, 2017)
Language: English
ISBN-10: 069281910X
ISBN-13: 978-0692819104
Product Dimensions:
6 x 0.7 x 9 inches
Shipping Weight: 1.1 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
5 customer reviews
Amazon Best Sellers Rank:
#778,860 in Books (See Top 100 in Books)
There will be that day when your industrial organization will have decided on its IoT devices, when big data will stream through big platforms and great capabilities will provide big opportunities to create unheard customer value. That day (and hopefully earlier) somebody will need to capture said value and organizational focus should shift from technologies to servitization strategies. Valuable advise is rare for transactional product marketeers needing to embrace continuous services. Having learned much of the trade empirically, I was pleasantly surprised when I stumbled upon Services Strategies in Action a book worth reading and practicing.Relying on extensive research and hands-on collaboration with industry leaders, the authors provide a refreshingly useful summary of their findings. Standard management literature often focuses on B2C services, direct-to-market businesses or startups, but this book includes noteworthy chapters on various key areas that typically get overlooked. My personal favorites include the following insights:A classification of B2B services highlights the difference in between targeting an asset or a customer process as well as focusing on providing an input or an output for those targets. This distinction is very helpful when assessing various capabilities notably in pricing, risk mitigation and customer insights.Another noteworthy chapter is the role of leadership on the journey from strategy to execution. I liked the adaption of Kotter’s eight steps and a well-designed stakeholder map.A must-read is the chapter on services selling including an eye-opening section on why “product sales people are from Mars and services sales people are from Venusâ€. It highlights how the need for targeting customer processes requires different sales force characteristics and explains various criteria for selection and incentives. Awareness of these challenges is helpful as they surface late in the execution but require a lot of effort to be addressed.Two other unique areas of the book are the chapters on the distributor-manufacturer relationship and possible organizational structures. The latter is stressing the risk of losing needed synergies when separating solution organizations.Overall, if you're in B2B solution marketing then this needs to be in your library.
It's a complete manual and very helpful guidance for the executive who is considering the strategy of Servitization. A 12 step guide including what questions to consider for each step. A strategic guide as well as an operational manual, written by two very knowledgeable guys.The concept is valid for the overriding corporate strategy, but may also serve as an inspiration for companies who want to benchmark thei service setup.
Excellent book. I'd like draw your attention to several important aspects about deeply presentation of service strategy.Kowalkowski and Ulaga were extremely competent and efficient.
Service Strategy in Action will help you unlock hidden profit potential, for both you and your customers, by changing the way you think and act about your products and expertise. No longer is it about delivering a product that meets the customers’ expectations, it’s about delivering a product and adding services to help the customer realize all the value that your offering can bring. Companies must move past selling basic must-have after-sales services, such as replacement parts and access to technical support. Advanced companies add value to customers top- and bottom-line through innovative services and customer solutions. If your company needs to re-think the value you can offer through value-added services and new service business models, then this is the book you need to read for implementing the authors’ twelve-step roadmap to service growth and profits.
Very good and practical book for the still publicly extremely unknown and unexplored domain of B2B and industrial Service Business.A real first and still unique of its kind which bridges through its very competent authors the communities of the academic service marketing world and academic product service system world which are still working rarely together or even not knowing each other. The economic value of the industrial services market only in Germany estimated anually at being in excess of 100 billion Euros and the need to really professionalize the management of this business require much more systematic analysis and sound methods of all aspects of this business.Especially the chapters on road blocks, selling and its required changes, pricing and value, partner management show the practical competence of the authors in transformation of manufacturing companies on their difficult road to services as a real business driver.
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