Research On The Influence Of Servitization Strategy And Organizational Implants On Service Innovation Performance In Manufacturing Enterprise

With the development of global economy showing the trend of transformation from"industrial economy" to "service economy",manufacturing enterprises have begun to transform from "product-oriented manufacturing" to "service-oriented manufacturing".Service has become an important source of income and profit for manufacturing enterprises,and the implementation of servitization strategy is also an inevitable choice for manufacturing enterprises to gain sustainable competitive advantage.At the same time,fierce market competition forces all walks of life to continue to innovate to meet the needs of customers’personality and changeable demand.Synchronization of production and consumption makes the service more dependent on customers than products.Therefore,under the guidance of open innovation concept,manufacturing enterprises are transforming from traditional "enterprise centered" single product innovation paradigm to "enterprise-customer cooperation" interactive service innovation paradigm.Many enterprises are providing services for customers and interacting with customers through the act of "implanting employees into customer operation site or implanting smart device components into customer purchases",but whether this"implants" behavior is able to support the implementation of servitization strategy in manufacturing enterprise effectively,help manufacturing enterprises to achieve the depth of interaction with customers and enhance service innovation performance,is still a mystery.The current academic research and literatures about enterprise with customer interaction and cooperation to achieve the service innovation is the analysis of the service and innovation of pure service industry,while research on servitization strategy and service innovation in manufacturing enterprise is relatively few,and the results of tissue implantation discuss more uncommon.Therefore,it is necessary to analyze and demonstrate the relationship between servitization strategy,organizational implants and service innovation performance,so as to enrich the theory system of servitization and provide guidance for the service transformation of manufacturing enterprises.Based on the analysis of of "strategy-behavior-performance",this paper applies the theories of service-dominant logic and value co-creation,customer interaction theory and service innovation,and adopts qualitative and quantitative methods such as grounded theory,case study and empirical research.Combining the diversified research methods,the impact of manufacturing enterprise servitization strategy and organizational implants on service innovation performance is studied.First of all,on the basis of deeply analyzing the types of service business and the path of service expansion,servitization strategy’s connotation is defined,dimension is summarized,and characteristics is analyzed,and combined with the related theories and previous studies,applying the grounded theory,the constituent dimensions of organizational implants in manufacturing enterprises is identified and its connotation and characteristics is analyzed.Secondly,applying the exploratory case study method,the relationship between organizational implants behavior and service innovation performance is explored,and the initial proposition of the relationship between the three is proposed;then,based on the theoretical analysis and literature review,the research hypothesis about the impact of servitization strategy and organizational implants on service innovation performance are proposed,and the corresponding theoretical model is constructed;Finally,through the empirical research design,the data about the service transformation practice of manufacturing enterprises in China is collected,and the theoretical model and research hypothesis are verified by using the statistical software.The main conclusions and innovation points of the study can be summarized as follows:First,the development paths of the service business of the manufacturing enterprise are clarified,and on this basis,the servitization strategy is described in a standardized way.Combined with the service-dominant logic and servitization related research,the general path of manufacturing enterprise service business development is identified from a perspective of strategic,it clears that generally the strategy of manufacturing enterprises changes from providing products + basic service and value-added services to providing outsourcing services and a total solution in the process of service transformation;Correspondingly,the character of manufacturing enterprises transforms from service provider and customer supported service provider to the outsourcing partner and development partner step by step.According to the types of services provided by manufacturing enterprises are around the core products or customer operations,the servitization strategy is divided into two categories named’Servitization Strategy Supported for Product’ and ’Servitization Strategy Supported for Customer’ respectively and both of their characteristics are analyzed.Furthermore,the transformation paths of service-oriented manufacturing enterprises are clarified and the theoretical foundation of the follow-up study is laid.Second,the structure dimension of organizational implants in manufacturing enterprise is identified,and the measurement metrics is developed.Based on the basic theory of enterprise and customer interaction in previous research,using grounded theory from the practice of manufacturing enterprise service transformation,two demensions of organizational implants in manufacturing enterprises named employee implants and device implants are refined,and the characteristics of them are analyzed.In employee implants,the interface between manufacturing enterprises and customers is established through the staff in the field,the implants degree of implantation manufacturing enterprises in the customers is determined by interpersonal interaction,knowledge sharing,and information exchange;in device implants,the connection of manufacturing enterprises with customers is established through the embedded intelligent component in the product customer has purchase,to mine customer information from the data collection process and analyze the application of data.This research breaks through the limitations of existing research focusing on the interaction between service industry and customers through the single dimension,and offers new ideas for manufacturers to provide instant service and maintain relationship with customer effectively according to their own circumstances.Third,the relationships between servitization strategy,organization implants and service innovation performance in the service transformation practice of manufacturing enterprises are explored.Applying the method of exploratory case study,three service-oriented manufacturing enterprises in different segments as a representative case enterprise are selected.Through the case analysis and cross case analysis and comparison,the three groups of the initial theoretical propositions are proposed:Manufacturing enterprises implementing the Servitization Strategy Supported for Product tend to adopt device implants with the application of digital technology and the real-time control of running status of products,provide services to customers at the same time remote,and find the breakthrough point to optimize product design and improve service innovation performance;Manufacturing enterprises implementing the Servitization Strategy Supported for Customer tend to adopt employee implants to provide immediate service for customer using staff in the field to explore the customer potential demand and stimulate more innovative services;When the two kinds of servitization strategy are parallel,manufacturing enterprises will organize two kinds of organizational implants at the same time or chose one of them in accordance with customer requirements to enhance the service innovation channels of enterprises.Fourth,the different impact paths of servitization strategy in manufacturing enterprises on service innovation performance are clarified.Applying empirical research method,the influences of servitization strategy and organizational implants in manufacturing enterprises on service innovation performance are verified,and the results show that:Organizational implants has a partial intermediary role in the effect of servitization strategy on service innovation performance;between the Servitization Strategy Supported for Product and service innovation performance,only device implants has a partial mediating effect;while employee implants and device implants both can be the bridge in the influence the Servitization Strategy Supported for Customer on service innovation performance.The conclusion of the study reveals the mechanism of servitization strategy on service innovation performance,illustrates the important role of organizational implants in the manufacturing enterprise service transformation process,and helps manufacturing enterprises to grasp the inherent law of service transformation,make the rational choice of implementation path of servitization strategy,and improve and maintain the competitive advantage through service innovation.