Are You Being Served?

Abstract

This book came about as the growing community of practitioners and academics were progressing the area of services to new levels of understanding. Servitization was first introduced as the trend in which corporations offer fuller market packages or bundles of customer-focused combinations of goods, services, support, self-service and knowledge. As production becomes increasingly commoditised in the eyes of the end user, companies have pursued value downstream through greater customer involvement and interaction. This change in business focus, and indeed strategy, has presented new challenges and opportunities to all involved with it.