Servicisation : extending the product life cycle of high technologically manufactured goods

Mellet, Dieter (2008-12)

Thesis (MBA (Business Management))--Stellenbosch University, 2008.

Thesis

ENGLISH ABSTRACT: An investigation of the servicisation phenomenon and its influence on the product life cycle of high technologically manufactured goods. Rising demand for services and ongoing commoditisation of goods has forced businesses to purse alternatives to differentiate themselves in the market place. This has renewed interest to reposition the unit of exchange from a goods dominant to a service dominant perspective. Although applicability of the product life cycle as a marketing tool has often been questioned, it continues to form a fundamental building block of marketing theory. The purpose of this research report was to determine whether the servicisation phenomenon can be utilised as part of corporate strategy to extend the product life cycle of high technological goods. The primary objective was to gain new insight into the interesting and profitable combination of goods and services within the goods manufacturing industry. The main focus was to test whether a service dominant business model can extend the product life cycle. A case study of the product life cycle of the Apple iPod versus Creative’s digital media player value offerings was analysed. The main finding was that the iPod as opposed to Creative’s media player, did show signs of a longer product life cycle in the role of a service delivery vehicle. The service dominant business model has created many alternative revenue streams for Apple.

AFRIKAANSE OPSOMMING: 'n Ondersoek oor die dienste verskynsel en die invloed daarvan op die produkleefsiklus van hoë tegnologiese goedere. ‘n Toename in die aanvraag na dienste, en voortdurende omskepping van verbruikersartikels in kommoditeite, forseer besighede om na alternatiewe te soek om hulself in die markplek te differensieer. Daar is dus nuwe belang om die eenheid van handel te herdefinieer vanuit ‘n diens perspektief teenoor die tradisionele goedere een. Alhoewel die toepaslikheid van die produkleefsiklus, as ‘n instrument vir bemarkingsbesluitneming, talle keer bevraagteken is, bly dit ‘n hoeksteen van bemarkingsteorie. Die doel van hierdie navorsingsprojek was om te bepaal of die dienste verskynsel gebruik kan word in korporatiewe strategie om die produkleefsiklus te verleng. Die hoof doelwit was om nuwe insig te kry oor hoe ‘n produk en dienste gekombineer kan word om winste van vervaardigers te verbeter. Die hoof fokus was om te toets of ‘n diensgesentreerde besigheidsmodel die produkleefsiklus kan verleng. ‘n Studie van die produkleefsiklus van Apple se iPod is gedoen teenoor dié van Creative se digitale mediaspeler. Daar is bepaal dat die iPod, teenoor Creative se mediaspeler, wel tekens van ‘n langer produkleefsiklus toon, in die rol van ‘n diensleweringsinstrument. Dié diens gesentreerde besigheidsmodel voorsien Apple van vele alternatiewe bronne van inkomste.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/895
This item appears in the following collections: