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