The shift towards Smart Manufacturing Systems has led to the digital transformation era, leveraging various technologies to drive enhanced productivity and production efficiency. In addition, the digitalization of the manufacturing industry makes extensive use of industrial information systems to support technical and business operations throughout a product’s lifecycle. However, evidence highlights the financial and environmental costs incurred by creating and maintaining digital models, which threaten an organization’s sustainability. Therefore, in this thesis, it is believed that alternative revenue sources emerging from monetizing repurposed knowledge embedded into digital models will serve as enablers to sustainability while promoting industrial innovation through collaborative ecosystems of partners where the focus is on the mutual exchange of value. This thesis emphasizes the process planning task entirely, and it aims to investigate two main areas, the former involving a bibliographic analysis of business models associated with the servitization of the manufacturing industry within value co-creation environments, along with their corresponding technical enablers and requirements, while the latter focusing on identifying the stages in which company knowledge and expertise is embedded into digital models. A series of case studies in collaboration with a major Swedish manufacturing company revealed process planning experts’ workflows, challenges, and opportunities to improve the company’s current services. The analysis and comparison of the two use cases indicated two discrete types of process planning workflows that are assumed to apply in different production systems. Furthermore, an attempt has been made to correlate process planning to business modeling by suggesting several conceptual digital products and services that can enhance the company’s existing offerings’ functionality. The corresponding value propositions of the proposed digital offerings have been formulated. The proposed conceptual digital offerings have been validated together with the involved organization. At this stage, further improvements and validation are needed to justify the feasibility of the proposed business model framework and digital offerings. However, further developments and compliance of industrial information system providers with information standards can potentially enable business innovation through collaboration in the manufacturing industry. / Skiftet mot Smarta tillverkningssystem är en del av den digitala omvandling, där olika teknologier utnyttjas för att öka produktivitet och effektivitet inom produktion. Digitaliseringen av tillverkningsindustrin leder dessutom till en omfattande användning av industriella informationssystem för att stödja tekniska och affärsmässiga operationer genom en produkts hela livscykel. Dock innebär skapande och underhåll av digitala modeller ekonomiska och miljömässiga kostnader, vilket kan hota en organisations hållbarhet. Därför studeras i denna avhandling de möjliga alternativa inkomstkällor som uppstår från att generera intäkter av den kunskap som finns inbäddad i digitala modeller. Tanken är att detta kommer att fungera som en möjliggörare för hållbarhet samtidigt som de främjar industriell innovation genom industriella ekosystem av partners där fokus ligger på ömsesidigt värdeutbyte. Den här avhandlingen betonar helt och hållet uppgiften med processplanering och syftar till att undersöka två huvudområden; det första innefattar en bibliografisk analys av affärsmodeller associerade med tjänstefieringen av tillverkningsindustrin inom miljöer för sam-skapande av värde, tillsammans med motsvarande tekniska möjliggörare och krav, medan det andra fokuserar på att identifiera de skeden där företagskunskap och expertis är inbäddade i digitala modeller. En serie fallstudier i samarbete med ett stort svenskt tillverkningsföretag visade processplaneringsexperts arbetsflöden, utmaningar och möjligheter att förbättra företagets nuvarande tjänster. Analysen och jämförelsen av de två användningsfallen indikerade två distinkta typer av arbetsflöden för processplanering som antas tillämpas i olika produktionssystem. Dessutom har ett försök gjorts att korrelera processplanering med affärsmodellering genom att föreslå flera konceptuella digitala produkter och tjänster som kan förbättra funktionaliteten i företagets befintliga erbjudanden. Värdepropositionerna för de föreslagna digitala erbjudandena har formulerats. Dessa konceptuella digitala erbjudanden har validerats tillsammans med den studerade organisationen. Nu behövs ytterligare förbättring och validering för att motivera genomförbarheten av det föreslagna affärsmodellsramverket och de digitala erbjudandena. Vidare kan informationsstandarder som underlättar informationsutbyte, och efterlevnad av dessa hos leverantörer av industriella informationssystem, potentiellt möjliggöra affärsinnovation genom ökat samarbete inom tillverkningsindustrin.

Cette thèse se situe dans le contexte de l’importante mutation stratégique qu’opère l’Industrie européenne face à l’émergence de nouveaux Marchés. Une caractéristique majeure de ces nouveaux Marchés est la grande variabilité des besoins clients. Cette mutation remplace le produit manufacturé, au coeur des stratégies Métier, par ses services d’accompagnement, en réponse aux nouvelles exigences des clients. Ainsi, les processus Métier, initialement pensés,construits et pilotés autour du produit, doivent aujourd’hui être revus et complétés de manière à intégrer les services. C’est cette question que veut traiter la thèse, à travers une proposition d’architecture d’ingénierie des services dirigée par les modèles, supportée par un environnement logiciel appelé SLMToolBox qui permet la semi automatisation d’une partie de la gestion du cycle de vie d’un service (modélisation, simulation et évaluation de performances). Ce travail de recherche était dans le cadre de projet MSEE, un projet européen de recherche et développement en collaboration avec 18 partenaires de 9 pays européen. Le but de ce projet est de faire évoluer le concept de SSME (Service Science Management and Engineering) vers des systèmes de production et des usines du futur, i.e. d'un point de vue méthodologique, pour adapter, modifier et étendre les concepts de SSME pour les rendre applicables à des entreprises traditionnellement orientées vers une production orientée produit et d'un point de vue implantation, d'instancier les architectures et les plateformes orientées vers les services liés au futur internet pour des systèmes globaux de production de services.La thèse à apporter plusieurs résultats (MDSEA, Etended Actigram Star EA*, Transformation de modèle, simulation, et SLMToolBox) pour répondre aux besoins de servitization. / In today’s world of business, manufacturers are facing many challenges. Business strategiesivare changing and manufacturers are entering new markets and striving to meet new andchanging customer needs. Manufacturers are outsourcing more components and services tosuppliers around the world, restructuring their internal operating and information systems, andre-engineering production processes to eliminate waste and lower costs. They are changingthe nature of their organizations by partnering with other companies in complex supply chainsand business networks that now extend globally. Manufacturing is being redefined by changesin market place and how companies react to them. As a result, many manufacturers wanted tomake the shift to services as a solution, but they find themselves trapped in the world ofproducts. At the end of the nineties, the concept of Service in Manufacturing appeared and theevolution from an economy of products towards an economy of services surrounding productsbecame more and more important in manufacturing. The process of creating value by addingservices to a tangible product has first been called “servitization”. Based on the problematic ofServitization and service system engineering and in order to reduce effort and time in servicesystem engineering, this thesis (as being part of the MSEE project) contributed in thedevelopment of solutions. The contribution of the thesis’s result can be classified into relatedand connected pillars. The first pillar is the participation in the development of the ModelDriven Service Engineering Architecture (MDSEA) which permits Virtual ManufacturingEnterprises (VME) to model their service systems (AS-IS and TO-BE models) starting frommodeling the system from business experts angle and then adding more details to reach thedevelopers and technical experts angle. The second pillar is the development of a modelingand simulation tool, the SLMToolBox. This tool is a partial implementation of MDSEA andits name Service Lifecycle Management ToolBox implies a role in the service’s lifecycle. Thethird pillar is the development of a DEVS graphical editor and simulator integrated in theSLMToolBox.

To survive a technological shift has — on numerous occasions — proved to be difficult forincumbent firms. Quintessential examples can be found in various industries where incumbent firmshave suffered financial losses as they have failed to adapt their business model to a new technological paradigm. Despite the troubling history, instead of exploring the process, researchers have more often than not only addressed the outcome of firms' business model innovation, leaving aknowledge gap in the literature. More alarming, in the limited research addressing the innovation process scholars have argued for contradictory purposes. Business model innovation literature has concluded that firms innovate their business model through a trial-and-error process. Conversely, servitization literature has often argued that firms innovate their business model through a series of deliberate and sequential steps along a linear continuum. The thesis aims to contribute with knowledge to bridge this gap by addressing the following purpose: explore the role of servitization in the process of business model innovation in the face of a potential technology shift. The thesis is anchored in an embedded case study at an incumbent manufacturing firm in the automotive industry. Findings show that the case company is utilizing servitization on a small scaleto test multiple business model innovations simultaneously across disperse organizational units. Itindicates that servitization can be utilized on a local level within the organization as a tool to changethe organizational culture. Furthermore, findings show that the servitized business models can be utilized to create test environments to explore the commercialization of radical technological innovations, enabling an incumbent firm to learn double ambidexterity. Subsequently, findings highlight that engaging in servitization is not simply a way to create complements to products, only important when products reach maturity. Instead, findings suggest that servitization may be a tool allowing firms to understand the importance of a symbiotic interplay between technology and business model innovation, in particular in the face of a technology shift. The thesis makes three contributions. First, findings from this thesis contribute with knowledge on how an incumbent manufacturing firm is innovating its business model utilizing servitization. Second, the study contributes with an increased understanding of the innovation process of going from one business model to a new. Third, the thesis makes an analytical contribution by amalgamating the research areas of business model innovation, ambidexterity, and servitization. / Att överleva övergången till ett nytt teknikskifte har flera gånger visat sig vara en utmaning för etablerade företag. Det finns flera klassiska exempel på företag inom olika industrier som har misslyckats med denna övergång och en av följderna har blivit stora ekonomiska förluster. Trots tidigare misslyckanden så väljer forskarna vanligtvis att beskriva de slutgiltiga resultaten av innovationsprocessen istället för att beskriva själva förloppet. Därtill kan det noteras att den begränsade mängd forskning som berör förändringsprocessen beskriver motstridiga förlopp. Forskare inom företagsstrategi har argumenterat för att utveckling sker genom ett antal försök och misslyckanden. Omvänt har forskare inom tjänstefiering ofta beskrivit förloppet som en linjär process med avsiktliga utvecklingssteg. Detta examensarbete ämnar till att bidra med kunskap för att klargöra dessa motstridigheter i litteraturen genom att uppfylla följande syfte: att utforska tjänstefieringens roll under processen för utvecklandet av affärsmodellen inför ett i antågande nytt teknikparadigm. Examensarbetet redogör för tidigare forskning inom tjänstefiering, utveckling av affärsmodeller och tvåhändighet samt förankras i en ingående fallstudie på ett etablerat tillverkningsföretag i inom fordonsindustrin. Detta för att bättre förstå hur företag agerar i utvecklingen av affärsmodeller vidett stundande teknikskifte. Resultat från fallstudien visar att det undersökta företaget bedriver flertalet affärsmodeller baserat på tjänstefiering samtidigt över flera organisatoriska enheter. Empirin visar att tjänstefiering används på lokal nivå inom organisationen för att förankra en ny företagskultur och underlätta förändringsarbetet. Företaget har använt nya affärsmodeller som plattform för att skapa testmiljöer tillsammans med radikala tekniska innovationsprojekt för att lära sig hur tekniken kan användas i kommersiellt syfte. Empirin bekräftar att tjänstefiering inte nödvändigtvis bara är ett komplement när en produkt uppnått mognad på marknaden. Istället indikerar resultaten att tjänstefiering kan vara ett verktyg för företag att förstå vikten av att teknikutveckling och affärsmodellsutveckling samverkar, i synnerhet inför ett i antågande teknikskifte. Examensarbetet bidrar till forskningen på tre sätt. För det första bidrar resultatet i denna studie till teorin om hur ett etablerat tillverkningsföretag utvecklar sin affärsmodell genom att använda tjänstefiering. För det andra bidrar studien till att ge ökad förståelse om övergångsperioden mellan gammal och ny affärsmodell. För det tredje bidrar examensarbetet med ett analytiskt resonemang kring behovet av sammanflätningen mellan forskning inom affärsmodellsutveckling, tvåhändighet och tjänstefiering.

Industry 4.0 is one of the fastest growing topics amongst both practitioners and academics. To this day, no definition of Industry 4.0 has reached consensus. However, some definitions can be considered more correct than others and the most accurate one is summarized as “Industry 4.0 is a concept for creating value throughout the whole value-chain”. This has been made possible through digital solutions, advanced technologies, which often are associated with Industry 4.0. This thesis started off finding the key aspects of Industry 4.0 and through a literature review it was concluded to be Cyber-Physical Systems (CPS) which will bring new innovative Business Models. The fundamental aspect of Industry 4.0 is data, data which has become available through the usage of CPS, data which will transform how business are conducted. This thesis aims to develop a better understanding for how CPS affects the Business Model. The thesis started with a literature review, investigating the value of information in a digitalized era. It was established that the value is found in the capability to monitor, remote control, optimize, and automate products and machines. Furthermore, it was also established through the literature review that manufacturing industries are becoming more services-focused and that value-creation is done through networking. Moreover, the Business Model Canvas was embraced as theoretical framework for what a business model should consist of. Data was gathered through semi-structured interviews with experts on the subject of Industry 4.0 and digitalization. The data was then compared to the theoretical framework. The results showed that CPS will not affect business models in any direct way as it is very well founded that the business model always should be based on the customer segment. However, CPS did have an indirect impact on business models i.e. through expected changes in customer relationships and distribution channels, but foremost, through changes regarding specialization and partnerships.

After the Second World War, the service sector in many countries, including the highly developed and the developing countries, started growing and making up the bulk of the economies of those countries. Some of the factors for that radical change are: the changing patterns of government ownership and regulation, privatization, technological innovations, servitization, internationalization, globalization, etc. The purpose of this article is to investigate and to suggest a classification of the existing literature in the field of service economy. The results of the systematic review of the area of the service economy are presented in a thematic order. Moreover, the findings are connected with the economical schools of thought - welfare state and neoliberalism. The key findings reveal that the social, economic, and technological changes brought by the Third Industrial Revolution were essential for the dissemination and development of the service sector.

O crescimento da participação de serviços no produto interno bruto para a maioria dos países vem chamando a atenção de diversos pesquisadores e de empresas há alguns anos. As firmas de bens de consumo duráveis que contam com um serviço pós-vendas para manutenção de seus produtos, por exemplo, começam a se aproveitar desse serviço visto inicialmente como um mal necessário com o intuito de se aproximarem de seus clientes e, com isso, identificar novos nichos de negócio que venham a diferenciá-la perante seus concorrentes, transformando sua imagem de empresa manufatureira em provedora de serviços. A adição de outros serviços além do simples pós-vendas passa a ser interessante devido, por exemplo, às margens de negócio geralmente mais atraentes, à adição de valor ao seu produto e à fidelização do cliente. Porém, torna-se importante compreender como a incorporação desses novos serviços requer uma correta alteração em sua estratégia. Diante desse contexto, este trabalho tem como principal objetivo propor um modelo de maturidade para empresas de bens manufaturados e que buscam adicionar a venda de serviços como parte de seu portfólio, readequando a forma como a organização interage com o meio externo (parceiros, mercado e clientes) e interno (seus próprios funcionários), por meio de um processo de servitização constituído de quatro fases. Para tal, precisam-se explorar previamente as diferenças entre a visão da empresa quando seu foco é o produto (lógica produto-dominante) e quando passa a ser o serviço (lógica serviço-dominante). Para isso, foram selecionadas quatro empresas para realização de estudos de caso e que permitem detalhar um pouco mais essas mudanças, construindo, aplicando e validando o modelo proposto, além de apontar possíveis lacunas existentes nesse processo para cada uma delas. Os estudos de caso foram guiados por meio de entrevistas com diversos profissionais de diferentes áreas de cada empresa e que foram, por sua vez, confrontadas com documentações e com processos existentes, a fim de triangular as informações. Por meio desse modelo, torna-se possível o entendimento das fases e dos recursos críticos que uma empresa de bens manufaturados em processo de servitização deve se atentar dentro desse modelo evolutivo. Este trabalho foi realizado no Depto. de Eng. Naval e Oceânica da USP em conjunto com o Depto. de Eng. de Produção também da USP. / The growth of services participation in the gross domestic product in most countries has been calling out the attention of many researchers and companies over the last years. Consumer durable companies that have an after-sales service for repairing and do maintenance of their own products, for example, start using this type of service, initially recognized as a \"necessary evil\", to be closer to the final customer and thereby identify new business niches that will differentiate them from the competitors, becoming a business solution provider instead of holding a manufacturing image. The sale of services other than just a simple after-sales becomes interesting due to some factors such as generally allow a more attractive business gross margin, by adding value to the product and keeping customer loyalty. However, the inclusion of new services requires a correct understanding of companys own strategy. Based on this context, this work aims to propose a maturity model for companies of consumer durables which desire to add services to their portfolio, readjusting the way the firm interacts with external (partners, market and customers) and internal (employees) environments by servitizing in a four-phased approach. With that in mind, it is important to previously explore the differences between their vision when the main focus is product sale (product-dominant logic) and when service becomes more important (service-dominant logic). In this way, four different companies have been selected in order to conduct case studies that allow a more detailed comprehension of these changes, developing, applying and validating the proposed model, besides pointing out potential gaps that might exist in this process for each of them. The case studies have been conducted by interviewing a variety of professionals from different areas in each company and that were compared later with documents and existing processes, in order to have information triangulated. By making use of this model, it becomes possible to understand steps to be taken and critical resources that need to be developed by each manufacturing company under a servitization process, as a way of highlighting the path over this evolutionary model. This work was conducted at the Department of Naval and Ocean Engineering of the University of São Paulo (USP), Brazil, in conjunction with the Department of Industrial Engineering also from USP.

Purpose - The purpose of this master thesis is to enhance knowledge about how revenue models for smart, connected and integrated product-services come about. Thus, the author aim to primarily contribute to the revenue model literature with insights on processual characteristics and activities. Method – The thesis uses an exploratory single case-study approach, based on qualitative data gathered mainly from semi-structured interviews. In total six manufacturing companies and five experts within relevant areas were included in the study. Data were analyzed through an abductive analysis approach, and a combination of the Gioia Methodology and Thematic coding. Findings – The study’s main findings show that the process when designing revenue models for smart, connected and integrated product-services, is characterized by an iterative phase layout and a strong customer focus. Key activities include pilot project testing, continuous evaluations and an organizational transformation, beginning with some initial analyzes to continue with a stepwise implementation and rollout of a new integrated product-service offer. Research limitations/implications – This study is limited by the single case study approach, and the aim to merely develop theory, not practically test it. The study contributes to the revenue model literature by enhancing knowledge about the processual characteristics when developing revenue models. Also, the processual framework provides structure and guidance for management at mature manufacturing companies. Originality/value – The novel contribution of this study is a processual framework and enhanced knowledge about the design process in the so far scarcely explored area of revenue models for smart, connected and integrated product-services. Keywords - Revenue models; Servitization; Digitalization; Smart, connected products; Manufacturing industry Paper type - Master thesis

O crescimento da participação de serviços no produto interno bruto para a maioria dos países vem chamando a atenção de diversos pesquisadores e de empresas há alguns anos. As firmas de bens de consumo duráveis que contam com um serviço pós-vendas para manutenção de seus produtos, por exemplo, começam a se aproveitar desse serviço visto inicialmente como um mal necessário com o intuito de se aproximarem de seus clientes e, com isso, identificar novos nichos de negócio que venham a diferenciá-la perante seus concorrentes, transformando sua imagem de empresa manufatureira em provedora de serviços. A adição de outros serviços além do simples pós-vendas passa a ser interessante devido, por exemplo, às margens de negócio geralmente mais atraentes, à adição de valor ao seu produto e à fidelização do cliente. Porém, torna-se importante compreender como a incorporação desses novos serviços requer uma correta alteração em sua estratégia. Diante desse contexto, este trabalho tem como principal objetivo propor um modelo de maturidade para empresas de bens manufaturados e que buscam adicionar a venda de serviços como parte de seu portfólio, readequando a forma como a organização interage com o meio externo (parceiros, mercado e clientes) e interno (seus próprios funcionários), por meio de um processo de servitização constituído de quatro fases. Para tal, precisam-se explorar previamente as diferenças entre a visão da empresa quando seu foco é o produto (lógica produto-dominante) e quando passa a ser o serviço (lógica serviço-dominante). Para isso, foram selecionadas quatro empresas para realização de estudos de caso e que permitem detalhar um pouco mais essas mudanças, construindo, aplicando e validando o modelo proposto, além de apontar possíveis lacunas existentes nesse processo para cada uma delas. Os estudos de caso foram guiados por meio de entrevistas com diversos profissionais de diferentes áreas de cada empresa e que foram, por sua vez, confrontadas com documentações e com processos existentes, a fim de triangular as informações. Por meio desse modelo, torna-se possível o entendimento das fases e dos recursos críticos que uma empresa de bens manufaturados em processo de servitização deve se atentar dentro desse modelo evolutivo. Este trabalho foi realizado no Depto. de Eng. Naval e Oceânica da USP em conjunto com o Depto. de Eng. de Produção também da USP. / The growth of services participation in the gross domestic product in most countries has been calling out the attention of many researchers and companies over the last years. Consumer durable companies that have an after-sales service for repairing and do maintenance of their own products, for example, start using this type of service, initially recognized as a \"necessary evil\", to be closer to the final customer and thereby identify new business niches that will differentiate them from the competitors, becoming a business solution provider instead of holding a manufacturing image. The sale of services other than just a simple after-sales becomes interesting due to some factors such as generally allow a more attractive business gross margin, by adding value to the product and keeping customer loyalty. However, the inclusion of new services requires a correct understanding of companys own strategy. Based on this context, this work aims to propose a maturity model for companies of consumer durables which desire to add services to their portfolio, readjusting the way the firm interacts with external (partners, market and customers) and internal (employees) environments by servitizing in a four-phased approach. With that in mind, it is important to previously explore the differences between their vision when the main focus is product sale (product-dominant logic) and when service becomes more important (service-dominant logic). In this way, four different companies have been selected in order to conduct case studies that allow a more detailed comprehension of these changes, developing, applying and validating the proposed model, besides pointing out potential gaps that might exist in this process for each of them. The case studies have been conducted by interviewing a variety of professionals from different areas in each company and that were compared later with documents and existing processes, in order to have information triangulated. By making use of this model, it becomes possible to understand steps to be taken and critical resources that need to be developed by each manufacturing company under a servitization process, as a way of highlighting the path over this evolutionary model. This work was conducted at the Department of Naval and Ocean Engineering of the University of São Paulo (USP), Brazil, in conjunction with the Department of Industrial Engineering also from USP.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-04-28T18:08:19Z No. of bitstreams: 1 Gustavo da Silva Rocha.pdf: 2233916 bytes, checksum: 26bee4a94fa6e5c0dc078a0c117e4b94 (MD5) / Made available in DSpace on 2015-04-28T18:08:19Z (GMT). No. of bitstreams: 1 Gustavo da Silva Rocha.pdf: 2233916 bytes, checksum: 26bee4a94fa6e5c0dc078a0c117e4b94 (MD5) Previous issue date: 2014-07-04 / Nenhuma / A agregação de serviços a produtos tem sido uma forma de diferenciação e de competição no mercado, dado que serviços são mais difíceis de imitar e podem proporcionar relacionamentos mais longos com os clientes. Avançando nesse sentido, observa-se a oferta de soluções integradas com componentes de produtos e serviços. O processo de agregação de serviços tem sido denominado servitização e, em alguns casos, de Product Service System (PSS). O processo de servitização requer capacidades e habilidades das empresas fornecedoras que devem ser previstas desde a fase de projeto. Projetar uma solução requer considerações sobre o projeto do produto, sobre o projeto dos serviços agregados e sobre o projeto das soluções. Este trabalho tem por objetivo propor um framework teórico para apoiar projetos de servitização que englobem projeto de produto, projeto de produto e serviço e projeto de soluções. Como objetivos específicos, tem-se: (i) analisar as dicotomias e os conceitos dos termos de servitização e a seu principal sinônimo, o PSS; (ii) apresentar a evolução histórica da servitização e do PSS, verificando os tipos de aplicações relatadas na literatura estudada, bem como a localização geográfica das mesmas. A pesquisa bibliográfica foi o principal método utilizado. A análise dos artigos relacionados ao tema dessa pesquisa indica que a servitização foi inicialmente proposta em 1988. Diversos sinônimos de servitização também foram identificados, sendo, o mais presente, o PSS. Observou-se que os principais casos de aplicação da servitização ocorreram em empresas de tecnologia da informação, manufatureiras, e as aplicações, em empresas de grande porte, como Apple, Xerox, Samsung. O framework teórico proposto para projeto de servitização considerou que a servitização ocorre em um fluxo, e que, inicialmente, as organizações focam basicamente nos produtos manufaturados; no estágio seguinte, agregam alguns serviços; e, no estágio de oferta de soluções, entregam todo o pacote ao cliente. Pesquisas futuras poderiam realizar a validação do framework com alguns gestores e a sua aplicação em algum setor. Isso será de importante contribuição, pois o mesmo poderá ser atualizado constantemente. Outra pesquisa futura poderia dar conta de aplicar esse framework em diferentes contextos, tanto econômicos, ou sociais, quanto culturais a fim de se obter um comparativo entre mesmos. Com isso seria possível avaliar melhor o processo de servitização (solução) em cenários distintos. / The service bundling products has been a way differentiation and competition in the market, given that services are more difficult to imitate and can provide more long-term relationships with customers. Moving forward in this direction, there is the provision of integrated solutions with components of products and services. The process of aggregation services has been termed servitization and in some cases Product Service System (PSS). The servitization process requires skills and abilities of suppliers must be planned from the design phase. Design a solution requires consideration of product design on the design of bundled services and the design of solutions. This work aims to propose a theoretical framework to support servitization projects covering product design, product design and service design solutions. Specific objectives have: (i) examine the dichotomies and affections to the terms servitization concepts and its main synonym, PSS; (Ii) present the historical evolution of servitization and PSS checking the types of applications reported in the literature studied and the geographic location of the same. The literature search was the main method used. The analysis related to the topic of this research indicates that the articles servitization was first proposed in 1988. Several synonyms servitization were also identified as being present PSS. It was observed that the main cases in which companies servitization occurred in information technology, manufacturing and applications were for large companies like Apple, Xerox, Samsung. The theoretical framework proposed project servitization considered that servitization occurs initially in a stream where organizations focus primarily on manufactured products; the next stage, add some services; and the stage of offering solutions, deliver the whole package to the customer. Future research could conduct the validation of the framework with some managers and their implementation in any sector. This will be an important contribution because it can be constantly updated. Another future research would be to apply this framework both in different economic, social and cultural contexts in order to have a comparison of them. It would be possible to better assess the servitization process (solution) in different scenarios.

In the United States, more than 50% of managers offering services in the manufacturing industry report failed service initiatives. The purpose of this multiple case study was to explore strategies that manufacturing managers used to sustain their business for longer than 5 years. The population consisted of 3 manufacturing organization managers offering business services to support petroleum and coal companies who have sustained their business operations in the mid-Atlantic region of the United States for longer than 5 years. Data were collected from semistructured interviews and organization documents were analyzed through the perspective of the strategic service innovation theory conceptual framework. Yin's 5-step process for data analysis: compiling, disassembling, reassembling, interpreting, and concluding was used to identify multiple themes through data saturation. Multiple themes emerged from data analysis, including service innovation strategies such as strategic innovation and competitive advantage, customer-focus strategies including customer's needs and providing solutions, resource strategies consisting of internal resources and knowledge resources, and external network strategies including external market and relationships. Managers in the manufacturing industry can use the findings of this study to improve business practices by implementing strategies to offer services through service innovation processes, developing customer focus, considering resources, and leveraging external networks. The findings of this study may be used to affect positive social change to improve socioeconomic conditions by increasing employment opportunities for residents of communities with petroleum and coal manufacturing companies in the mid-Atlantic region of the United States.