A comercialização de sistemas compostos de produtos e serviços é a estratégia atual de muitas empresas da indústria de bens de capital, que passam a oferecer Sistemas Produto-Serviço Industrial (IPS2) como meio de aumento do valor entregue aos seus clientes e de melhoria da competitividade de suas ofertas. Essa transição implica em mudanças fundamentais na forma de desenvolver e comercializar ofertas e, portanto, o projeto de um modelo de negócio adequado deve ser o primeiro passo para empresas fornecedoras de IPS2. No entanto, a falta de metodologias específicas para essa finalidade inviabiliza o desenvolvimento de modelos de negócio adequados à IPS2. Nesse contexto, é proposto um framework para o design de modelos de negócio para comercialização de um caso específico de IPS2, denominado aqui por terceirização in loco – no qual o fornecedor aloca seus bens de produção dentro das instalações físicas do cliente e assume todas as responsabilidades gerenciais e operacionais daquele sistema. Esse framework é resultado da sistematização da literatura focada em sistemas compostos de produtos e serviços com base nos elementos considerados pela literatura sobre modelos de negócio. Além disso, devido à extensão das responsabilidades assumidas pelos provedores desse tipo de oferta, é proposta a configuração do nível operacional do IPS2 complementar ao design do nível de modelo de negócio. Considerando que um IPS2 no caso de terceirização in loco pode ser entendido como um sistema de produção operado por um terceiro à organização cliente, a literatura sobre projeto de sistemas de produção foi utilizada para guiar o design do nível operacional dessas ofertas. A partir disso, foi proposta a utilização das ferramentas Mapa do Fluxo de Valor, Gráfico de Gantt e Diagrama de Espaguete com foco no nível operacional do ISP2. O framework resultante consiste na configuração de nove elementos: Visão de Valor, Segmento de Clientes, Proposta de Valor, Fluxo do Valor (que inclui o nível operacional), Recursos Necessários, Detalhamento de Responsabilidades, Estrutura de Custos, Fluxo de Receitas e Oferta de Valor. Esse framework foi aplicado em um estudo de caso, que avaliou a ferramenta e possibilitou direcionamentos para desenvolvimentos futuros. / The provision of Industrial Product Service Systems (IPS2) is the current strategy of many organizations that aim to increase both the added value for its customers and the competitiveness of their offering. The first step for these organizations should be the development of a business model appropriated for IPS2, as suggested by the literature. However, the lack of available methods specifically to develop such business models impedes the creation of adequate offerings. In this context, we propose a framework to aid enterprises to design business models for IPS2 in the case of \"on-site outsourcing\" – in which the provider allocates its production assets within the client\'s facilities and assumes all the managerial and operational responsibilities related to the IPS2. Our framework is the result of an arrangement of the literature focused on product-service systems based on the elements commonly used on business model design. In addition, due to the extended responsibilities assumed by the suppliers of an on-site outsourcing offering, we propose the configuration of the IPS2 on an operational level as a complement to the business model level design. The operational level was approached by the literature on production system design, as an on-site outsourcing IPS2 can be understood as a production system operated by a third party in the client\'s organization. The resulting framework consists on the configuration of nine elements: Value Vision, Customer Segment, Value Proposition, Value Stream (which includes the operational level), Resources, Responsibilities, Cost Structure, Revenue Flow and Value Offering. This framework was applied in a case study, which evaluated the framework and set directions for future developments.

Cada vez mais as empresas oferecem soluções completas a seus clientes, com parcelas de produto e serviço. Essa mudança na composição do portfólio das organizações vem ocorrendo por uma série de motivos, sejam relacionados às questões estratégicas, motivados por demandas do cliente, ou ainda, por tendências que visam menores impactos ambientais. Esta tese teve como objetivo identificar se a estruturação das empresas em relação à integração produto-serviço influencia os fatores motivadores para o PSS. A abordagem metodológica foi dividida em pesquisa qualitativa e quantitativa, a primeira para compreender a perspectiva do cliente e a segunda para avaliar os fatores motivadores para a adoção de um sistema produto-serviço (PSS) por prestadores. A pesquisa qualitativa foi realizada por meio de um estudo de caso nos laboratórios de um dos principais hospitais da América Latina. Os dados coletados apresentaram informações importantes sobre questões ambientais e coprodução. Para a pesquisa quantitativa, foi proposto um instrumento de pesquisa, com base em dados extraídos da literatura, para avaliar o construto Fatores Motivadores (FM) e a estruturação das empresas em relação à integração produto-serviço, operacionalizada por meio dos construtos Orientação de Uso do Produto (OUP) e Lógicas de Transição (LT). O instrumento foi submetido à validação de conteúdo e a pesquisa conduzida com média e alta gerência, de 81 empresas de setores distintos. Os dados foram processados e validados por análise fatorial exploratória e técnica de Modelagem de Equações Estruturais com estimação pelo método Partial Least Squares (PLS), utilizando o software SMARTPLS 2.0. O construto Fatores Motivadores desdobrou-se em cinco variáveis latentes de primeira ordem: ambiental, cocriação, coprodução, portfólio e vantagem competitiva. As análises do modelo estrutural mostraram que há relacionamento significativo entre os Fatores Motivadores e as Lógicas de Transição, alterando-se à medida que se transida da lógica Produto-Dominante para a lógica Serviço-Dominante. Dentre as proposições da LT as que se destacaram foram Papel do Cliente, Envolvimento com o Cliente e Determinação e Significado do Valor. / Increasingly companies offer complete solutions to its customers which include products and services. This change in the organizations portfolio has been occurring due to a number of reasons, be it related to strategic issues, or driven by customer demands, or even to low environmental impact trends. This thesis aimed at identifying if companies structure in relation to their product-service integration influences the drivers for product-service systems (PSS) offer. The methodological approach was divided into qualitative and quantitative research, the first to understand the customer\'s perspective and the second to assess the drivers for the adoption of a product-service system (PSS) by providers. The qualitative research was conducted through a case study in the laboratories of one of the major Latin America hospitals. The data collected showed important information about environmental issues and co-production. For the quantitative research, a research instrument was proposed, based on data extracted from literature, to evaluate the Motivation Factors\' (FM) and the companies structuring in relation to product-service integration, operationalized through the constructs \'Product Use Orientation\' (OUP) and \'Transition Logics\' (LT). The instrument was submitted to content validation, and the research was conducted with middle and senior managers of 81 companies from different industries. The data were processed and validated by exploratory factor analysis technique and Structural Equation Modeling with the estimation method Partial Least Squares (PLS) using the software SmartPLS 2.0. The construct FM unfolded in five first-order latent variables: environmental, co-creation, co-production, portfolio and competitive advantage. The structural model analysis showed significant relationship between Motivation Factors and Transition Logics, which changes while it moves from Goods-Dominant Logic to Service-Dominant Logic. Among LT propositions most relevant are: Customers Role, Engagement with the Customer and Value Determination and Meaning.

Servitization is a popular term referring to the innovation of an organization’s capabilities and processes to better create mutual value through a shift from selling products to selling Product-Service Systems. It is generally regarded as an innovative business model with great potential for smoother revenue streams, higher profit margins and longer, more closely-knit customer relationships. It is seldom easy to reengineer the business model of an entire organization and the servitization concept does not come without risks and uncertainties. One of the biggest changes when servitizing is the ownership of products; it is no longer necessarily the customer who owns the product, but the producer. This entails new uncertainties surrounding the use and care of the product, leaving the provider with a risk because of a lack of information about how the product is being used. The technology Internet of Things (IoT) can potentially solve this problem by enabling a constant remote data flow from the products in use back to the provider. IFS, the company at which the research of this study took place, develops and supplies enterprise systems (ES) such as enterprise resource planning systems (ERP) and can be described as forward-thinking and innovative. The ERP is a central point for any manufacturing firm, governing data and enabling an organization to automate and integrate a comprehensive part of their business processes, and to produce and access information in real time. In order to build functionality which can be referred to as the “best practice”, and to make a profit doing it, ES providers, such as IFS, need to stay in touch with the market and develop attractive applications in line with the general demand. One way to do this is to collaboratively develop functionality together with customers. In recent years, IFS has developed the product IFS IoT Business Connector in such a collaborative way with a number of pioneer customers. The product enables the collection and analysis of IoT data as well as seamless integration into IFS’ other products. This has opened up possibilities to utilize IoT functionality to support a more efficient provision of services, but the continued successful development of the Business Connector in this direction entails several more collaborative ventures into many different industries. To assist in this, we have concretized how IoT can be used to support a servitization process, as well as how the market has realized and adopted this. This has rendered a conceptual model for judging the suitability of a company, based on the readiness to utilize IoT and servitization respectively. We have then presented which types of customers an ES provider should aim to collaborate with for joint development of functionality in the enterprise system, to enable IoT solutions which can support servitization. This is followed by a presentation of a short market review, and the visualization of the market in the model. From this we draw conclusions about the fit and usefulness of the model, and the market maturity in general. Finally, we present a number of suggestions on how ES providers can work to develop such support in a more efficient manner.

Klädkonsumenter spelar en aktiv roll i konsumtionsutvecklingen och besitter en kraft att förändra klädkonsumtionen. Över tid har olika motreaktioner till dagens klädkonsumtion etablerats och Product-Service Systems (PSS) erbjuder alternativa konsumtionsmöjligheter. Under PSS faller kollaborativ klädkonsumtion och klädbibliotek, som syftar på byte av ägarskap eller delat ägarskap av modeprodukter. I studien presenteras Consumer Culture Theory (CCT) som riktar sig mot dynamiken i kulturella och sociala synpunkter. CCT används som teori för att identifiera kopplingar till PSS-perspektiv och huruvida klädbibliotek kan utvecklas till en bredare konsumtionskultur. Syftet med studien är att undersöka inställningen hos yngre kvinnliga klädkonsumenter till att använda klädbibliotek, genom att titta på kulturella påverkande faktorer. Genom kvalitativa semistrukturerade intervjuer visar resultat på att interna och externa kulturella faktorer bidrar till ökad medvetenhet inom hållbarhet. Allt fler klädkonsumenter förespråkar hållbara konsumtionsalternativ, vilket innebär att klädbibliotek kan få en ökad spridning. / Clothing consumers play an active role in the consumption development and have the power to change clothing consumption. Over time, various counter reactions towards today's clothing consumption have been established and Product Service Systems (PSS) offer alternative consumption opportunities. PSS includes collaborative fashion consumption and clothing libraries, which refer to an exchange of ownership or shared ownership of fashion products. The study presents Consumer Culture Theory (CCT) that aims towards the dynamics of cultura land social perspectives. CCT is used as a theory to identify connections to the PSS perspectiveand whether clothing libraries can evolve into a wider consumer culture. The purpose of this study is to investigate the attitude of younger female clothing consumers to use clothing libraries, by looking at cultural influencing factors. Through qualitative semistructured interviews, the results show that internal and external cultural factors contribute to an increased awareness of sustainability. More and more clothing consumers advocate sustainable consumption options, which means that clothing libraries can increase its spread.

Cada vez mais as empresas oferecem soluções completas a seus clientes, com parcelas de produto e serviço. Essa mudança na composição do portfólio das organizações vem ocorrendo por uma série de motivos, sejam relacionados às questões estratégicas, motivados por demandas do cliente, ou ainda, por tendências que visam menores impactos ambientais. Esta tese teve como objetivo identificar se a estruturação das empresas em relação à integração produto-serviço influencia os fatores motivadores para o PSS. A abordagem metodológica foi dividida em pesquisa qualitativa e quantitativa, a primeira para compreender a perspectiva do cliente e a segunda para avaliar os fatores motivadores para a adoção de um sistema produto-serviço (PSS) por prestadores. A pesquisa qualitativa foi realizada por meio de um estudo de caso nos laboratórios de um dos principais hospitais da América Latina. Os dados coletados apresentaram informações importantes sobre questões ambientais e coprodução. Para a pesquisa quantitativa, foi proposto um instrumento de pesquisa, com base em dados extraídos da literatura, para avaliar o construto Fatores Motivadores (FM) e a estruturação das empresas em relação à integração produto-serviço, operacionalizada por meio dos construtos Orientação de Uso do Produto (OUP) e Lógicas de Transição (LT). O instrumento foi submetido à validação de conteúdo e a pesquisa conduzida com média e alta gerência, de 81 empresas de setores distintos. Os dados foram processados e validados por análise fatorial exploratória e técnica de Modelagem de Equações Estruturais com estimação pelo método Partial Least Squares (PLS), utilizando o software SMARTPLS 2.0. O construto Fatores Motivadores desdobrou-se em cinco variáveis latentes de primeira ordem: ambiental, cocriação, coprodução, portfólio e vantagem competitiva. As análises do modelo estrutural mostraram que há relacionamento significativo entre os Fatores Motivadores e as Lógicas de Transição, alterando-se à medida que se transida da lógica Produto-Dominante para a lógica Serviço-Dominante. Dentre as proposições da LT as que se destacaram foram Papel do Cliente, Envolvimento com o Cliente e Determinação e Significado do Valor. / Increasingly companies offer complete solutions to its customers which include products and services. This change in the organizations portfolio has been occurring due to a number of reasons, be it related to strategic issues, or driven by customer demands, or even to low environmental impact trends. This thesis aimed at identifying if companies structure in relation to their product-service integration influences the drivers for product-service systems (PSS) offer. The methodological approach was divided into qualitative and quantitative research, the first to understand the customer\'s perspective and the second to assess the drivers for the adoption of a product-service system (PSS) by providers. The qualitative research was conducted through a case study in the laboratories of one of the major Latin America hospitals. The data collected showed important information about environmental issues and co-production. For the quantitative research, a research instrument was proposed, based on data extracted from literature, to evaluate the Motivation Factors\' (FM) and the companies structuring in relation to product-service integration, operationalized through the constructs \'Product Use Orientation\' (OUP) and \'Transition Logics\' (LT). The instrument was submitted to content validation, and the research was conducted with middle and senior managers of 81 companies from different industries. The data were processed and validated by exploratory factor analysis technique and Structural Equation Modeling with the estimation method Partial Least Squares (PLS) using the software SmartPLS 2.0. The construct FM unfolded in five first-order latent variables: environmental, co-creation, co-production, portfolio and competitive advantage. The structural model analysis showed significant relationship between Motivation Factors and Transition Logics, which changes while it moves from Goods-Dominant Logic to Service-Dominant Logic. Among LT propositions most relevant are: Customers Role, Engagement with the Customer and Value Determination and Meaning.

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.

This thesis explores effective and contextually appropriate means through which manufacturing SMEs can create competitive advantage through design and sustainable Product Service Systems (PSS). The exploration focuses on how design capabilities can be developed and used in non-design led contexts to drive an effective adoption of sustainable product service systems, creating competitive heterogeneity. A comprehensive review of literature gave understanding of perspectives to competitiveness issues, how organisations have been supported towards PSS, sustainability and design adoption and related challenges. From this review surfaced the need to be cautious of contextual considerations leading to a Delphi study. The purpose of the Delphi study was to identify factors relevant for SMEs in Botswana to embrace sustainable PSS as a competitive business strategy. Priorities from the Delphi study informed a study aimed at exploring competitiveness experiences of SMEs and their perceptions of sustainability and product service systems. Following the position of experts on industries highly prioritised in Botswana s economic diversification agenda, this was done with a specific industry; the leather industry. Possible opportunities of how design can address challenges identified and how PSS and sustainability can open new business opportunities for SMEs were also drawn from the findings. A systems success framework was developed using the main findings. The framework was tested through workshops with 3 SMEs who were also participants in the previous study. Through interactions with designers, the workshops exposed SMEs to design and PSS. Findings from the workshops indicate that through design capabilities SMEs can recognise opportunities and translate them in a service context to differentiated offerings suitable for their various markets. A designerly approach also offered a simplified but holistic process for SMEs to engage in systems thinking.

In today’s fast-paced industry where fight for market share is fierce and reaching the market ahead of competition imperative, product development is a target for lead-time reductions. In this context, in product development in stage-gate processes, decisions need to be made even though knowledge and information are scarce and flawed. The challenge is how to support the decisions that are made in light of uncertainty and ambiguity. The thesis moves from analysing the role of the stage-gate process within the aerospace industry. The stage-gate process was more than a decision making mechanism, and instead a mechanism that facilitated communication, discussion and knowledge sharing between team members, as well as supported knowledge creation and shaping of the boundaries between people’s different perceptions of the knowledge base. However, the communicative and negotiative function of the stage-gate was highly dependent on the ability of the participating individuals to reflect on the status and quality of the available knowledge assets used throughout the process. To make this reflective activity an explicit part of the stage-gate practice, this thesis proposes the application of a knowledge maturity concept at the gates to raise the decision makers’ awareness of the status of the knowledge assets handled at the decision point. The knowledge maturity concept considers three basic dimensions: input, method/tool and experience/expertise in assessing the knowledge base maturity. The scale is intended to act as a boundary object, facilitating the knowledge creation process by highlighting the current status of the knowledge base and making stakeholders aware of the nature of the project’s uncertainties and ambiguities. In the knowledge maturity concept, its purpose is to support design teams at the gates in taking appropriate action, mitigating risk and focusing their efforts on improving the knowledge assets where it is needed most, regarding the situation at hand and, finally, to make more confident decisions.The thesis was developed within the EU FP6 VIVACE (Value Improvement through a Virtual Aeronautical Collaborative Enterprise) and EU FP7 CRESCENDO (Collaborative and Robust Engineering using Simulation Capability Enabling Next Design Optimisation) projects, and within the Faste Laboratory, a VINNOVA Excellence Centre involving partners from the Swedish manufacturing industry.

With the arising digital disruption and global market pressures, several manufacturing companies have recognized the strategic integration of services as a way to competitive advantage and corporate profitability, they therefore have the desire to differentiate themselves by creating new service-oriented strategies, namely Product-Service Systems (PSS). While transforming towards a PSS provider there are a number of barriers that the organization has to overcome. After an extensive literature review the authors identified 34 such barriers. Tukker (2015) argues that the number of successful adoptions of PSS among manufacturing firms is surprisingly low, despite an increased literature awareness and focus on the barriers. The identified barriers are most often seen through the manufacturers’ perspective and little is mentioned about the customers’ perspective on barriers. The gap that was identified in the literature was the lack of customers’ perspective upon these barriers. This thesis aims to investigate the perceived barriers from both the customers’- and the provider’s perspective, and to examine which barriers the provider should emphasize to have the highest potential to successfully transform into a PSS provider. We used Bosch Rexroth as a focal firm and conducted in total 29 interviews with them and their customers and a workshop with 11 participants from the provider. The data from the provider and the customers were separately analysed until the last step, where it generated a barrier spheres. The spheres were used as a foundation for the emerging framework. The framework’s step wise approach is a guideline for manufacturing firms in their efforts to overcome the barriers in order to successfully adopt PSS. This thesis is a first contribution towards shredding light upon the customers’ perspective of barriers towards PSS. Our research shows that one perspective of these barriers is insufficient, since PSS involves both the provider and the customers it should thereby include both perspectives. The managerial implications of this thesis is partly the framework but also the importance for a provider to work closely to their customers and build strong relationships in order to overcome to barriers towards PSS together.

Humanity confronts an existential threat without historic precedent. Environmental pressures have reached such intensity and pace of change that the earth system may be irreversibly tipped into a new and unpredictable state. The emerging global reality is, in turn, redefining overall conditions for business success. Addressing these challenges both demands and brings great opportunities for innovation. An important and sometimes neglected aspect of innovation is the design or redesign of business models, which has been identified as a greater source of lasting competitive advantage than new products and services per se. The business model has also been suggested as a new unit of analysis when discussing sustainability. However, this is still a relatively underexplored area. The aim of this work was therefore to develop an approach to business model design that supports strategic sustainable development, i.e., supports organizations to contribute to society’s transition towards sustainability in a way that strengthens the organization.       To be able to design a business model that supports strategic sustainable development, it is necessary to know what sustainability is and how to develop sustainability-promoting, economically viable strategies. Therefore, the Framework for Strategic Sustainable Development, which includes, e.g., an operational definition of sustainability and strategic guidelines for how to approach it, was used as an overarching framework. Specific research methods and techniques included, e.g., literature reviews, questionnaires, interviews, work with focus groups, participatory action research with partner organizations, creative problem solving techniques, modeling, and simulation.   The literature reviews revealed potential sustainability benefits of developing business models in conjunction with product-service systems (PSS). However, a knowledge gap exists regarding how to effectively connect these fields. Arguably, PSS strategies can best contribute to sustainability when business models support their implementation and when both the business models and the PSS strategies are guided by an understanding of strategic sustainable development. Therefore, an integrated approach to Business Model Design for Strategic Sustainable Development was co-developed and tested in PSS innovation work with partners, e.g., companies within the energy and lighting sectors. The tests indicated that the new approach helped to clarify strengths and weaknesses of current business models from a strategic sustainability perspective; to transform an organization’s vision and strategy into a sustainability-framed vision and a sustainability-promoting strategy; and to communicate the new vision and strategy to the value network as a basis for engaging important stakeholders in the change. For example, the approach supported one of the partner companies in its transformation towards providing sustainable PSS solutions in the form of light as a service. Examples of business benefits of the new approach include improved scalability and risk avoidance, which provide a foundation for better investment strategies. Benefits also include improved differentiability and a broadened view on, and a more solid foundation for, collaboration with stakeholders that are increasingly important to sustainable business success.