|From Product to Service-25-26-April-2013|
Marketing and Strategy
April 25-26, 2013
Today, many firms seek to grow beyond their traditional core and venture into value-added services and customer solutions. Yet, companies often experience mixed results in implementing service growth strategies and wrestle with strong internal resistance to change from a "box pushing" mind-set to a truly service-centric approach
In this discovery event, we explore the success factors that B2B companies need to master when moving from products to service(s). To this end, we draw on lessons learned from our study of large industry leaders in diverse B2B markets about how to escape the commodity trap and grow successfully in value-added services and customer solutions. Our emphasis is on industrial/B2B marketing contexts, but the lessons learned apply also to a broader audience, such as distributors or consumer marketing contexts willing to shift from a "box pushing" to a service-centric logic.