A Servitisation Transformation Decision Making Process For Emerging Regions | Raja Kannusamy

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Earlier researches have mainly analysed the servitisation strategies which have been followed by developed nations. The purpose of this paper is to explore the main challenges faced by emerging regions during their servitisation process and to present a servitisation transformation decision model to overcome the challenges for the emerging regions. Literature research was carried out to analyse the challenges in five major emerging nations such as Brazil, China, India, South Africa and Thailand. The most important challenges in the five emerging regions were identified. Based on the analysis of the existing guidelines, dynamics and frame works available for individual regions, a new service transformation process model suitable for all emerging regions have been proposed. The findings reveal that the most important challenges identified in the emerging nations are market challenges related to understanding the customer demand in terms of volume and type of demand, challenges in maintaining relationship with customers, challenges in standardisation of the service delivery process, quality mostly depending on the external service providers and challenges in new service design, development and implementation. This study is limited to the study of five emerging nations to analyse their servitisation transformation process. Future studies could consider more regions related to product/service specific organisations.

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