Ateneo - UPO

In times of economic crisis, the manufacturer's value chain is becoming less attractive as the demand for products is increasingly stagnating. Under such circumstances, companies are progressively becoming aware of the value associated with service offerings. Services provide a more constant income and higher profit margins; however, they also need less
capital investment than goods. To survive, many manufacturing firms have to move beyond manufacturing and offer services and solutions, often delivered through their products, or at least in association with them. This strategy is called “servitization”; it encompasses new business models based on the product-service system (PSS). Actually, the transition toward servitization is a complex and challenging process, requiring clear strategic thinking, devoted resources, planning tools and support mechanisms. If these aspects are not properly managed, the
risks of failure are very high, as is well documented by empirical evidence.
The course aimed at presenting and discussing the characteristics of the servitization strategies, related issues and advantages and main impacts on the business model of manufacturing firms, through a theoretical framework for the topics covered, active teaching methods, and testimonials from companies.

Pistoni A., Songini L., Servitization strategy and managerial control, Emerald Publishing, 2018
Gaiardelli P., Songini L., Modelli di business, servizi e performance nel settore del veicolo pesante, Egea, 2018
Other reference material (slides, case studies) produced by the lecturer will be made available in the web page of the course (Moodle D.I.R.).

The course aimes at presenting and discussing the characteristics of the servitization strategies, related issues and advantages and main impacts on the business model of manufacturing firms. In particular, it aims at developing the students' ability to identify and analyze the advantages and issues of the servitization strategy, to identify main impacts on the manufacturing companies' business model and to propose appropriate solutions.
More in details, it aims to: a) enlarge students' competences and knowledge proposing new approaches specific for servitized business; b) critically discuss and apply models for analysing typical managerial issues of servitized business; c) develop critical competences on desinging and implementing managerial systems for servitized firms.

None

Different teaching tools will be used:
a) traditional lessons in class where the lecturers will present problems, solutions and tools for servitized firms;
b) case studies, where the theories and methodologies are presented and discussed in real business situations;
c) guest speakers having an experience relevant in the field, such as managers or professionals with experience in servitized business
d) Teamwork aimed at testing and developing principles, methods and tools presented during lessons in the analysis of real case studies
The course is highly interactive, as it involves carrying out simulations, hosting guest speakers, real case studies discussions, and group assignments.
Class attendance is recommended but is not mandatory.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage:
https://www.uniupo.it/en/services/servicesstudentsphysical-or-learning-disabilites
Students with disabilites, learning disabilites or special educaton needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning teaching issues.

Final written exam for both attending (who participate in the assignment) and non-attending students (who do not participate in the assignment). The written exam consists of both open questions, aimed at testing acquired knowledge, and the analysis and critical discussion of a case study, aimed at verifying students' competencies and capabilities to understand a specific context, propose consistent solutions, and apply acquired knowledge and methods.
The teamwork/assignment project’s score will be added to the final written exam’s score. This score will evaluate students' competencies and capabilities of understanding a real context, critically applying models and methods, and effectively communicating the project work's results.

1) Servitization of manufacturing
1.1 Characteristics and evolution
1.2 Determinants and impacts
1.3 Data from different industries

2) Servitization strategy
2.1 Definition and types of servitization strategies
2.2 Prerequisites for implementing a servitization strategy
2.3 Definition and types of Product-Service-System

3) The impacts of servitization strategy
3.1 Organizational and managerial impacts
3.2 The role of customers
3.3 The role of supply chain's actors: suppliers, dealers, workshops, etc.
3.4 Servitization and value creation

4) Servitization and corporate performance
4.1 Servitization paradox
4.2 Financial performance of servitized firms and performance
determinants
4.3 The role of strategic planning and cost management systems
4.4 Performance measurement and evaluation in servitized firms.

After having attended the course, students will be able to:
1) give a diagnosis of the points of strenght and weaknesses of servitized business
2) identify different kinds of servitized businesses and PSSs and their specific managerial needs
3) understand, design and use autonomously and critically mechanisms, tools and methods presented during the course
4) apply critically and differently principles, tools, methods and mechanisms to different types of servitized firms.