Inledning: Den tillverkande industrin har länge ansetts ha en stor tillväxtpotential i en ökad tjänstefiering och att det finns en stor outnyttjad potential i tjänster för sålda produkter som kan realiseras genom intäkter för tidigare upplevda gratistjänster genom en process som kallas Free-to-Fee. Syfte: Studiens syfte är att undersöka tillverkande företags interna förståelse av de processer som leder till behovet att genomföra en Free-to-Fee-transition, det vill säga hur man idag hanterar tjänster relativt produkter i sina erbjudanden till marknaden och varför man i vissa fall inkluderar tjänster “gratis” i samband med en produktförsäljning.  Metod: Vi har valt att göra en studie med semistrukturerade intervjuer av medarbetare på större tillverkande företag med erfarenhet av att arbeta med tjänsteaffären. Medarbetarna återfinns på stora tillverkande företag inom olika branscher. Slutsats: Vi har funnit att intresset för tjänstefiering och Free-to-Fee övergångar är mycket begränsade, även om det finns en förståelse för värdet av en mer tjänstedominant affärslogik. Industrin är starkt påverkad av traditioner och institutioner där tjänster betraktas som adderat värde i en produktdominant affärslogik. / Introduction: The manufacturing industry has been perceived to have a substantial growth potential in an increased servitization. There is a great untapped potential for service for already sold products that can be realized through a transition from free services to paid service, in a process called Free-to-Fee. Purpose: The purpose with the study is to investigate manufacturing companies internal understanding of the processes that leads to the need to conduct a Free-to-Fee transition, how they today manage service related to products in their offerings to the market and why services are included for free, in some cases with a product sales.  Method: We have chosen to conduct a study of semi structured interviews with professionals working in manufacturing companies, with experience from the service business. The professionals are found at major manufacturing companies representing different branches.  Conclusion: We found that the interest for servitization and Free-to-Fee transitions is very limited, even if there is an understanding of the value of a more Service-Dominant Logic. The industry is strongly affected by traditions and service is perceived as an added value in a Product-Dominant Logic.

The Western world manufacturing industry is facing a tough global market today. The production is moved to developing countries, where the production costs are much lower. Big manufacturing companies like VOLVO, SKF and ABB are all following this trend. The tradition in the manufacturing industry is to produce and sell a product, where the best scenario is to never see it again. This tradition is starting to change and the focus of revenue from the whole product life cycle has increased during the last decades. When utilities the whole life cycle with different services the revenue increases drastically, there is a competitive advantage, a more stabile revenue flow in economic cycles, socio-economical and environmental sustainability. When increasing service orientation, there will be challenges to overcome, discovered on a conceptual level, thereby the research call for how these challenges can be seen at an operative level. The purpose of this thesis is to identify these critical factors and understand these at an operative level. This master thesis was conducted through a case study and used several data collection methods, such as interviews, observations and literature review. The empirical data was thematically analysed and categorized as different critical factors and compeered with the literature. The case company chosen for the thesis is the Rolls-Royce site in Kristinehamn, Sweden. They are in a process of restructuring, where the production is downsized. A “catch 22” problem was seen; when a manufacturer becomes more service orientated the aim is to generate a profit from services, meaning that a service needs a fee. But the possibility to put a fee on a service is hindered by the lack of service orientation within the manufacturing organisation. In this thesis increased service orientation is used to create a foundation for charged services. Critical factors on an operative level was identified and understood. Two new critical factors that were found to have an impact in this specific case were concluded. A general model of how to approach the problem of putting a fee on services, starting in the end of service orientation, is conducted. This gives an implication of how manufacturers can improve their service orientation and eventually set a fee on their free services.