The Approach to Servitization in the Czech Manufacturing Companies

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F20%3A39916191" target="_blank" >RIV/00216275:25310/20:39916191 - isvavai.cz</a>

Výsledek na webu

<a href="https://digilib.uhk.cz/bitstream/handle/20.500.12603/298/Vlckova.pdf?sequence=1&isAllowed=y" target="_blank" >https://digilib.uhk.cz/bitstream/handle/20.500.12603/298/Vlckova.pdf?sequence=1&isAllowed=y</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.36689/uhk/hed/2020-01-097" target="_blank" >10.36689/uhk/hed/2020-01-097</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The Approach to Servitization in the Czech Manufacturing Companies

Popis výsledku v původním jazyce

Nowadays servitization is an essential part of strategic marketing. Companies can build up a wide portfolio of conventional services, develop/acquire new services or offer advanced services closely connected with the product in the way they provide their customers with ability rather than with a physical value. Unlike foreign professional literature, term servitization appears in in the Czech professional literature sporadically only. It is possible to assume that insufficient cognizance of servitization also shows in the practice of manufacturing companies, i.e. that the service potential is not fully exploited. In this paper a research hypothesis that servitization is applied by manufacturing companies in the Czech Republic as a marketing tool rather than as a way to a change in their strategic focus has been constructed and discussed. The paper outcomes were drawn up based on the analysis, comparison, and synthesis of the information obtained (i) from a targeted research into the professional literature (ii) through an analysis of web pages of 165 selected companies from the point of view of services they offer and (iii) personal experience from interviews conducted at manufacturing companies. The outcomes then should help to identify the opportunities for servitization in manufacturing companies in the Czech Republic.

Název v anglickém jazyce

The Approach to Servitization in the Czech Manufacturing Companies

Popis výsledku anglicky

Nowadays servitization is an essential part of strategic marketing. Companies can build up a wide portfolio of conventional services, develop/acquire new services or offer advanced services closely connected with the product in the way they provide their customers with ability rather than with a physical value. Unlike foreign professional literature, term servitization appears in in the Czech professional literature sporadically only. It is possible to assume that insufficient cognizance of servitization also shows in the practice of manufacturing companies, i.e. that the service potential is not fully exploited. In this paper a research hypothesis that servitization is applied by manufacturing companies in the Czech Republic as a marketing tool rather than as a way to a change in their strategic focus has been constructed and discussed. The paper outcomes were drawn up based on the analysis, comparison, and synthesis of the information obtained (i) from a targeted research into the professional literature (ii) through an analysis of web pages of 165 selected companies from the point of view of services they offer and (iii) personal experience from interviews conducted at manufacturing companies. The outcomes then should help to identify the opportunities for servitization in manufacturing companies in the Czech Republic.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

HRADEC ECONOMIC DAYS 2020, VOL 10, PT 1

ISBN

978-80-7435-776-3

ISSN

2464-6059

e-ISSN

2464-6067

Počet stran výsledku

10

Strana od-do

861-870

Název nakladatele

UNIV HRADEC KRALOVE

Místo vydání

HRADEC KRALOVE 3

Místo konání akce

Hradec Kralove

Datum konání akce

2. 3. 2020

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000568108700095