We can only briefly mention servitisation in the textbook (page 376) due to limitations on the size of the book. So we have blogged about it in order to give this strategy better coverage. This link takes you to a paper published on the Cambridge Service Alliance website. It was previously presented at the Spring Servitisation Conference at Aston University earlier this year.
Hou and Neely (2013) identify seven main barriers:
- competitors, suppliers and partners;
- society and environment;
- knowledge and information;
- products and activities;
- organisational structure and culture.
Most research to date has focused on customer and organisational issues, but future research should address the other barriers.