0:00:08my name is the system work of screen and i'm assistant professor of marketing have
0:00:13time can school of economics
0:00:15in a recent paper in the general business and industrial marketing that i wrote together
0:00:20with spanish instrument remote clean shipping university we analyze how industrial service offerings are developed
0:00:28and managed in multinational manufacturing companies
0:00:32in particular we investigated the roles of central and local service optimisations
0:00:38"'cause" industrial services are of increasing importance therefore the competitiveness of manufacturing companies across the
0:00:44globe
0:00:45and many of these from someone multinationals
0:00:48but research on this so called so that isolation tend to neglect organisational issues related
0:00:54to the management services across borders
0:00:58we selected the industrial service offering ask our unit of analysis
0:01:03and industrial services span a wide range of offerings
0:01:06from basic of the same services too complex solutions
0:01:11and we develop the classification scheme based on two distinct dimensions
0:01:15the service cues
0:01:17that is whether the services product or process oriented
0:01:20and it the service cool
0:01:22that is whether the services are
0:01:25offered on bond or bundled
0:01:28together with other services or products
0:01:30and we use the scheme to analyze eight services in the tape
0:01:36data comes from two manufacturing companies above a global number one forms in their industries
0:01:43both of a clear focus
0:01:45on services
0:01:46and both have a strategic aim of increasing
0:01:49the service content of the offering portfolio
0:01:53would be interviewed central and local managers and managing directors
0:01:58and also
0:01:59key members of customers buying sensors
0:02:02within case and cross case analysis enable the category station of four lessons to help
0:02:08us understand the management services on the multinationals k
0:02:13the first lesson is that an in-house local service organization is preferable one competing through
0:02:18industrious service offerings
0:02:20the firm's to various degrees operator an in-house service organization and for service partners
0:02:25in local markets
0:02:26basic services in particular their cost and risk aversion advantages associated with simultaneously having an
0:02:33in house
0:02:34so this organisation a working through no can serve as corpus
0:02:38however having the
0:02:40local customer interface is very important
0:02:43the critical capabilities for sensing and c using a new business opportunities a link mainly
0:02:49to interactions between local representatives and the customers
0:02:53so subsidiaries must somehow is all and integrate the relationship knowledge and since many of
0:03:00the most important services initially take the form of customer initiatives is vital to interact
0:03:06with customers on an operational level
0:03:09the second lesson is that the transnational structures period to traditional
0:03:14mark the domestic or global structures with respect to service provision
0:03:18and the transnational structure can be characterized ask and interdependent network based on high level
0:03:25of reciprocity between central and local entities
0:03:29it can be achieved by difference means such as by assigning prominent local managers and
0:03:34specialists to centrally initiated projects and positions
0:03:39in this way central linkages or cultivated without being perceived as central top-down a initiatives
0:03:48and the multinational corporation has to walk a tightrope between centralisation and integration on one
0:03:54hand and maintaining the a priori of spirit of the local service optimization on the
0:04:00other
0:04:00therefore companies must decide on the degree of commonality and standardization of service offerings processes
0:04:07across subsidiaries
0:04:10yes three used
0:04:11that the balance between exploration and exploitation is dependent on the service portfolio
0:04:17expiration results around discovering new markets basis and creating new offerings rest expectation is about
0:04:23utilising existing capabilities and cost efficient manner
0:04:27and companies need to be able to achieve a high level both
0:04:31however less complex services imply that the high
0:04:35capacity utilisation of service personnel is vital
0:04:38which is more about exploitation and exploration
0:04:42on the other hand expiration is a more central capability from you process oriented services
0:04:49with extensive service bundles such as full service agreements and long-term rental that's
0:04:54both tend to be vital
0:04:57one central prerequisite for exploration is market sensing and there's also need to sense other
0:05:02act the some customers
0:05:04and this is particularly evident in markets and industries where
0:05:07contract this consultants or systems integrators except the major influence
0:05:14central management must also have the capabilities to identify exploit no good exploitive initiatives within
0:05:21the company
0:05:23listen for is that's reciprocity between the product and service optimisations is needed for extensive
0:05:29service offerings
0:05:31for companies that an increasing extend compete three services and solutions importance of cross functional
0:05:36collaboration increases
0:05:40closer integration between the product and service organization enables companies to benefit from the linkages
0:05:45and strategic relationships between the two areas
0:05:49and cross functional collaboration is particularly important if the companies to compete with the seamless
0:05:54offerings and not only would stink products and services
0:05:58however effective cooperation between the local
0:06:02some product organisations is also important for less expensive services
0:06:06in order to naples server sales
0:06:09finally
0:06:10at the central level feedback loops from service personnel product development or important in order
0:06:16to design equipment for the service market
0:06:20thank you for this