L’implementazione dei servizi in iGuzzini illuminazione (The services to increase the value of the offer. The case iGuzzini illuminazione)
DOI:
https://doi.org/10.7433/s92.2013.09Keywords:
servitization, value creation, augmented service offering model, lighting marketAbstract
Purpose of the paper: investigating the servitization phenomenon from the point of view of implementation activities.
Methodology: a single case study on large Italian enterprise in lighting market.
Findings: from the analysis the following main points emerge: the importance of service culture, the importance of human resources dedicated to evolve multimedia supports, the importance of the continuous processes of internal and external training and, above all, the critical involvement of the prescriber.
Research limitations: one case study is considered and it’s impossible to make generalizations.
Practical implications: the paper provided reflections and operative ideas for the manager of the manufacture firms that want to requalify their value offer.
Originality of the study: it enriches the traditional perspective of the analysis of the “augmented service offering” by Grönroos, showing how in a complex market value creation requires the involvement of prescribers (architects, engineers, lighting designers) and of the other players in the channel (distributors, installers ).
References
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BACCARANI C., UGOLINI M., BONFANTI A. (2010), “A conceptual service quality map: The value of a wide opened perspective”, Atti del Convegno Organizational Excellence in Service, University of Coimbra - Portugal, 2-4 September.
BAINES T.S., LIGHTFOOT H.W., BENEDETTINI O., KAY J.M. (2009), “The servitization of manufacturing: A review of literature and reflection on future challenges”, Journal of Manufacturing Technology Management, vol. 20, n. 5, pp. 547-567.
COOK M.B., BHAMRA T.A., LEMON M. (2006), “The transfer and application of Product Service Systems: from academia to UK manufacturing firms”, Journal of Cleaner Production, vol. 14, n. 17, pp. 1455-1465.
CORBETTA P. (1999), Metodologia e tecniche della ricerca sociale, Il Mulino, Bologna.
COYNE K. (1989), “Beyond service fads - Meaningful strategies for the real world”, Sloan Management Review, vol. 30, n. 4, pp. 69-76.
DI MARIA E., BETTIOL M., (2009), “Il management dell’innovazione”, in Bernardo B., Gandolfi V., Tunisini A., (a cura di), Economia & Management delle imprese, Hoepli, Milano.
EISENHARDT K.M. (1989), “Making fast strategic decisions in high-velocity environments” Academy of Management Journal, vol. 32, n. 3, pp. 543-576.
FATTORE G. (2005), Metodi di ricerca in economia aziendale, Egea, Milano.
GEBAUER H., FRIEDLI T. (2005), “Behavioral implications of the transition process from products to services”, Journal of Business and Industrial Marketing, vol. 20, n. 2, pp. 70-78.
GRÖNROOS C. (2009), Management e marketing dei servizi. La gestione del cliente nel mercato dei servizi, Isedi, Torino.
GOEDKOOP M.J., VAN HALEN C.J.G., TE RIELE H.R.M., ROMMENS P.J.M. (1999), Product Service Systems, Ecological and Economic Basics. Report for Dutch Ministries of Environment (VROM) and Economic Affairs (EZ).
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GUMMESSON E. (2006), Marketing relazionale: gestione del marketing nei network di relazioni, Hoepli, Milano.
JICK T.D. (1979), “Mixing Qualitative and Quantitative Methods: Triangulation in Action”, Administrative Science Quarterly, vol. 24, n. 4, pp. 602-611.
KOTLER P. (1967), Marketing Management: Analysis, Planning and Control, Prentice Hall, New York.
LAMBERTI L., NOCI G. (2010), “Marketing strategy and marketing performance measurement system: Exploring the relationship”, European Management Journal, vol. 28, n. 2, pp. 139-152.
LEVITT T. (1972), “Production-line approach to service”, Harvard Business Review, September-October, pp. 41-52.
LOJACONO G. (2005), Trend evolutivi e modifica dei business model nel settore dell’illuminazione, FrancoAngeli, Milano.
MARTINEZ V., BASTL M., KINGSTON J., EVANS S. (2010), “Challenges in transforming manufacturing organisations into product-service providers”, Journal of Manufacturing Technology Management, vol. 21, n. 4, pp. 449-469.
MATHE H., SHAPIRO R.D. (1993), Integrating Service Strategy in the Manufacturing Company, Chapman and Hall, London
MATHIEU V. (2001), “Service strategies within the manufacturing sector: Benefits, costs and partnership”, International Journal of Service Industry Management, vol. 12, n. 5, pp. 451-475.
MANZINI E., VEZOLLI C. (2003), “A strategic design approach to develop sustainable product service systems: examples taken from the ‘environmentally friendly innovation’ Italian prize”, Journal of Cleaner Cleaner Production, vol. 11, pp. 851-857.
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OLIVA R., KALLENBERG R. (2003), “Managing the transition from products to services”, International Journal of Service Industry Management, vol. 14, n. 2, pp. 160-172.
ORDANINI A. (1999), Servizi alle imprese e vantaggio competitivo: informazione, conoscenza e aspetti relazionali nella gestione di impresa, EGEA, Milano.
PAIOLA M., RULLANI E. (2009), “Servizi e competitività nell’economia dell’immateriale”, in Bernardo B., Gandolfi V., Tunisini A., (a cura di), Economia & Management delle imprese, Hoepli, Milano.
PASTORE A., VERNUCCIO M. (2006), Impresa e comunicazione. Principi e strumenti per il management, Apogeo, Milano.
PATTON M. Q. (2002), Qualitative Research & Evaluation Methods, SAGE Publications, Beverly Hills.
PENCARELLI T. (2013), “Processi di service management”, in Baglieri D., Dagnino G. B., Faraci R., (a cura di), Management dell’impresa, ISEDI, Torino.
PENCARELLI T., CIOPPI M. (2008), “I processi di vendita ed il marketing delle PMI”, in Tunisini A., (a cura di), Teorie e applicazioni di business marketing. Comprendere i processi di mercato e modellare l’azione di management, Franco Angeli Milano.
PRAHALAD C.K., RAMASWAMY V. (2000), “Co-opting customer competence”, Harvard Business Review, vol. 78, n. 1, pp. 79-87.
RISPOLI M., TAMMA M. (1992), “Beni e servizi, cioè prodotti”, Sinergie, n. 29, pp. 95-113.
TUNISINI A. (2002), “Riflessioni sulla gestione del prodotto nei mercati industriali”, Micro & Macro Marketing, vol. XI, n. 2, pp. 217-232.
ULAGA W., CHACOUR S. (2001), “Measuring Customer-Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation”, Industrial Marketing Management, vol. 30, n. 6, pp. 525-540.
VANDERMERWE S., RADA J. (1988), “Servitization of business: Adding value by adding services”, European Management Journal, vol. 6, n. 4, pp. 314-324.
VANDERMERWE S., RADA J. (1989), “European manufacturers shape up for services”, The Journal of Business Strategy, vol. 10, n. 6, pp. 42-46.
VARGO S.L., LUSCH R.F. (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, vol. 68, n. 1, pp. 1-17.
VARGO S.L., LUSCH R.F. (2007), “Service-dominant logic: continuing the evolution”, Journal of the Academy of Marketing Science, vol. 36, n. 1, pp. 1-10.
WISE R., BAUMGARTNER P. (1999), “Go downstream: The new profit imperative in manufacturing”, Harvard Business Review, vol. 77, n. 5, pp. 133-141.
YIN R.K. (2009), Case Study Research: Design and Methods, SAGE Publications, Beverly Hills.
ZEITHAML V.A. (1988), “Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence”, Journal of Marketing, vol. 52, n. 3, JULY, pp. 2-
BACCARANI C., UGOLINI M., BONFANTI A. (2010), “A conceptual service quality map: The value of a wide opened perspective”, Atti del Convegno Organizational Excellence in Service, University of Coimbra - Portugal, 2-4 September.
BAINES T.S., LIGHTFOOT H.W., BENEDETTINI O., KAY J.M. (2009), “The servitization of manufacturing: A review of literature and reflection on future challenges”, Journal of Manufacturing Technology Management, vol. 20, n. 5, pp. 547-567.
COOK M.B., BHAMRA T.A., LEMON M. (2006), “The transfer and application of Product Service Systems: from academia to UK manufacturing firms”, Journal of Cleaner Production, vol. 14, n. 17, pp. 1455-1465.
CORBETTA P. (1999), Metodologia e tecniche della ricerca sociale, Il Mulino, Bologna.
COYNE K. (1989), “Beyond service fads - Meaningful strategies for the real world”, Sloan Management Review, vol. 30, n. 4, pp. 69-76.
DI MARIA E., BETTIOL M., (2009), “Il management dell’innovazione”, in Bernardo B., Gandolfi V., Tunisini A., (a cura di), Economia & Management delle imprese, Hoepli, Milano.
EISENHARDT K.M. (1989), “Making fast strategic decisions in high-velocity environments” Academy of Management Journal, vol. 32, n. 3, pp. 543-576.
FATTORE G. (2005), Metodi di ricerca in economia aziendale, Egea, Milano.
GEBAUER H., FRIEDLI T. (2005), “Behavioral implications of the transition process from products to services”, Journal of Business and Industrial Marketing, vol. 20, n. 2, pp. 70-78.
GRÖNROOS C. (2009), Management e marketing dei servizi. La gestione del cliente nel mercato dei servizi, Isedi, Torino.
GOEDKOOP M.J., VAN HALEN C.J.G., TE RIELE H.R.M., ROMMENS P.J.M. (1999), Product Service Systems, Ecological and Economic Basics. Report for Dutch Ministries of Environment (VROM) and Economic Affairs (EZ).
GUENZI P. (2002), La vendita relazionale. La gestione dei processi commerciali nella prospettiva del Relationship Selling, Etas, Milano.
GUMMESSON E. (2006), Marketing relazionale: gestione del marketing nei network di relazioni, Hoepli, Milano.
JICK T.D. (1979), “Mixing Qualitative and Quantitative Methods: Triangulation in Action”, Administrative Science Quarterly, vol. 24, n. 4, pp. 602-611.
KOTLER P. (1967), Marketing Management: Analysis, Planning and Control, Prentice Hall, New York.
LAMBERTI L., NOCI G. (2010), “Marketing strategy and marketing performance measurement system: Exploring the relationship”, European Management Journal, vol. 28, n. 2, pp. 139-152.
LEVITT T. (1972), “Production-line approach to service”, Harvard Business Review, September-October, pp. 41-52.
LOJACONO G. (2005), Trend evolutivi e modifica dei business model nel settore dell’illuminazione, FrancoAngeli, Milano.
MARTINEZ V., BASTL M., KINGSTON J., EVANS S. (2010), “Challenges in transforming manufacturing organisations into product-service providers”, Journal of Manufacturing Technology Management, vol. 21, n. 4, pp. 449-469.
MATHE H., SHAPIRO R.D. (1993), Integrating Service Strategy in the Manufacturing Company, Chapman and Hall, London
MATHIEU V. (2001), “Service strategies within the manufacturing sector: Benefits, costs and partnership”, International Journal of Service Industry Management, vol. 12, n. 5, pp. 451-475.
MANZINI E., VEZOLLI C. (2003), “A strategic design approach to develop sustainable product service systems: examples taken from the ‘environmentally friendly innovation’ Italian prize”, Journal of Cleaner Cleaner Production, vol. 11, pp. 851-857.
MENON A., HOMBURG C., BEUTIN N. (2005), “Understanding Customer Value in Business-to-Business Relationships”, Journal of Business-to-Business Marketing, vol. 12, n. 2, pp. 1-38.
NEELY A. (2009), “Exploring the financial consequences of the servitization of manufacturing”, Operations Management Research, vol. 1, n. 2, pp. 103-118.
NORMANN R., RAMIREZ R. (1995), Le strategie interattive d’impresa: dalla catena alla costellazione del valore, Etas libri, Milano.
OLIVA R., KALLENBERG R. (2003), “Managing the transition from products to services”, International Journal of Service Industry Management, vol. 14, n. 2, pp. 160-172.
ORDANINI A. (1999), Servizi alle imprese e vantaggio competitivo: informazione, conoscenza e aspetti relazionali nella gestione di impresa, EGEA, Milano.
PAIOLA M., RULLANI E. (2009), “Servizi e competitività nell’economia dell’immateriale”, in Bernardo B., Gandolfi V., Tunisini A., (a cura di), Economia & Management delle imprese, Hoepli, Milano.
PASTORE A., VERNUCCIO M. (2006), Impresa e comunicazione. Principi e strumenti per il management, Apogeo, Milano.
PATTON M. Q. (2002), Qualitative Research & Evaluation Methods, SAGE Publications, Beverly Hills.
PENCARELLI T. (2013), “Processi di service management”, in Baglieri D., Dagnino G. B., Faraci R., (a cura di), Management dell’impresa, ISEDI, Torino.
PENCARELLI T., CIOPPI M. (2008), “I processi di vendita ed il marketing delle PMI”, in Tunisini A., (a cura di), Teorie e applicazioni di business marketing. Comprendere i processi di mercato e modellare l’azione di management, Franco Angeli Milano.
PRAHALAD C.K., RAMASWAMY V. (2000), “Co-opting customer competence”, Harvard Business Review, vol. 78, n. 1, pp. 79-87.
RISPOLI M., TAMMA M. (1992), “Beni e servizi, cioè prodotti”, Sinergie, n. 29, pp. 95-113.
TUNISINI A. (2002), “Riflessioni sulla gestione del prodotto nei mercati industriali”, Micro & Macro Marketing, vol. XI, n. 2, pp. 217-232.
ULAGA W., CHACOUR S. (2001), “Measuring Customer-Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation”, Industrial Marketing Management, vol. 30, n. 6, pp. 525-540.
VANDERMERWE S., RADA J. (1988), “Servitization of business: Adding value by adding services”, European Management Journal, vol. 6, n. 4, pp. 314-324.
VANDERMERWE S., RADA J. (1989), “European manufacturers shape up for services”, The Journal of Business Strategy, vol. 10, n. 6, pp. 42-46.
VARGO S.L., LUSCH R.F. (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, vol. 68, n. 1, pp. 1-17.
VARGO S.L., LUSCH R.F. (2007), “Service-dominant logic: continuing the evolution”, Journal of the Academy of Marketing Science, vol. 36, n. 1, pp. 1-10.
WISE R., BAUMGARTNER P. (1999), “Go downstream: The new profit imperative in manufacturing”, Harvard Business Review, vol. 77, n. 5, pp. 133-141.
YIN R.K. (2009), Case Study Research: Design and Methods, SAGE Publications, Beverly Hills.
ZEITHAML V.A. (1988), “Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence”, Journal of Marketing, vol. 52, n. 3, JULY, pp. 2-
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2018-10-28
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