Este estudo apresenta aspectos relevantes do projeto de desenvolvimento de produto, para produtos que tenham serviços associados com a finalidade de aumento da percepção de valor. Partiu-se da constatação da realidade de mercado de que cada vez mais as indústrias, tradicionalmente reconhecidas pela qualidade tangível de seus produtos, passam a se preocupar com a associação de serviços a esses produtos. O atendimento das necessidades do consumidor com um sistema composto por bens tangíveis e intangíveis passa a ser um diferencial competitivo. Para se identificar os aspectos relevantes relacionados a serviço em um projeto de desenvolvimento de produto, inicialmente realizou-se a revisão bibliográfica sobre metodologias de desenvolvimento de produtos e serviços, de gestão de projeto e de conceitos relacionados a serviços. Os objetivos desta etapa foram o alinhamento de alguns conceitos relacionados ao trabalho e o conhecimento detalhado de tópicos relacionados ao desenvolvimento de serviços associado a produtos. Após este embasamento teórico, realizaram-se estudos de casos com cinco empresas. O objetivo foi identificar como, na prática, as empresas estão tratando o assunto serviço no desenvolvimento de produtos. Estes estudos de caso foram realizados em indústrias alimentícias que atuam no Brasil. O passo seguinte foi fazer considerações sobre as alterações que devem ser realizadas em estratégia, processos e estrutura para se obter o desenvolvimento de produtos com diferencial de serviços de maneira mais eficiente. A conclusão a que se chegou é que se forem realizadas algumas ações relativas à estratégia da empresa, aos processos relacionados ao desenvolvimento de produto e à estrutura que suporta esses processos, podem ser gerados sistemas compostos por produtos e serviços de destaque no mercado. As ações necessárias para o melhor uso de serviços como diferencial competitivo são descritas e os possíveis impactos nas empresas estudadas são apresentados. / This essay presents aspects of product development, taking into account products with associated services whose end-target is the increase of the product\'s value perception. The study stems from the findings that several industries, traditionally recognized for the quality of their tangible products, have progressively been concerned with the services related to their products. Consequently, the ability to duly cater for the consumer\'s needs with a system composed of tangible and intangible parts becomes a competitive differential. In order to identify relevant aspects related to services in product development, initially it was held a literature review on product and service development methodologies, project management and topics related to services. At this stage, some concepts were defined together with some detailed knowledge concerning development of services associated with products. Following this theoretical basis, case studies were performed with five companies. At this stage the objective was to identify how, in practice, those companies were addressing the issue of product service system development. Those case studies were conducted within Brazilian food industries. The next step was to make comments on the changes which, in the strategy, process and structure, would contribute more efficiently to develop products aiming at the differential in services. Such comments led to the conclusion that some actions related to company`s strategy, product development process and structure, once they are performed, they can generate systems composed of more competitive products and services for the market. Lastly, the necessary actions for a better usage of service as competitive differential are described and some foreseeable impacts are presented.

The research presented in this thesis demonstrates the qualitative modelling of an advanced service delivered by a Product Service System (PSS) through the use of a socio-technical systems-based approach. The created model represents dependencies between functions and organisations, and can be used as basis for a quantitative cost model. Focus is on how one particular example of advanced services, namely availability is delivered in an industrial context. Following a review of multi-disciplinary literature and the outline of a suitable methodological approach, a detailed case study of the delivery of an exemplar piece of avionics equipment by BAE Systems and GE Aviation to the UK Royal Air Force is described. This research shows that the delivery of avionics availability through a PSS has organisational, contractual and functional facets that overlap and influence each other. Multiple qualitative models represent the investigated setting, from a functional and from an organisational perspective. Top-level functions ‘Analysis & Optimisation’, ‘Administration’ and ‘Delivery’ are identified. The results show distinctive similarities and differences between GE Aviation and BAE Systems including a variety of parallel contracts, organisational segmentation and tensions between relationships and contractual obligations. The findings suggest that understanding a PSS as a socio-technical system is crucial for modelling the PSS and the cost associated with it. This is particularly important when the aim is to continuously control and manage costs rather than the creation of a one-off forecast. The contribution of this work to the existing body of knowledge, primarily within the domain of cost engineering is twofold: First the creation of qualitative models of an existing PSS delivering avionics availability to show “what is a PSS”, and second a methodologically robust approach that takes into account the sociotechnical character of PSS to demonstrate “how to know about PSS”.

The focus of environmental work in manufacturing companies has increasingly shifted from end-of-pipe solutions to the environmental performance of products and services. The product development process is central to creating value for customers. This thesis argues that companies can simultaneously create value for consumers and be profitable while taking environmental considerations into account. Modernising ecodesign means taking advantage of environmental benefits and the innovation potential when developing solutions rather than using ecodesign simply to ensure that legal requirements or customer demands are met. Ecodesign is a strategic issue and should be included in early product development activities, such as for project selection and when setting product targets. There is also need to perform ecodesign according to the characteristics of specific development processes as for radical product development or when developing integrated solutions, using a combination of services and products. This thesis reports on the findings from five different research studies, all of which adopted a qualitative approach in which the emphasis falls on exploring and creating understanding and meaning. The studies focused on three areas of ecodesign: A) rethinking approaches for manufacturing companies, B) setting environmental project targets and project selection and C) redesign of products. Recommendations on how to modernise ecodesign have been developed and can be summarised in six points: • Perform ecodesign both vertically and horizontally in a company. • Increase interaction between organisational units. • Take advantage of innovation potential in products, services, user behaviour and the delivery and take-back systems. • Take environmental considerations into account in the project selection process. • Set environmental targets for ensuring that environmental considerations are taken when developing innovative solutions. • Develop ecodesign procedures that fit the characteristics of the development process

The concept of value visualization is concerned with the way that firms communicate and demonstrate the value of their product-service systems (PSS), both internally and externally. In this chapter, a visualization strategy framework for PSS development is proposed. It is particularly tailored for industrial companies that are strategically shifting from selling products to becoming providers offering PSS. Value visualization strategies have traditionally focused on external sales activities. However, companies need to have a broader approach to visualization in all PSS development phases, as well as including different visualization techniques. Furthermore, different visualization strategies are needed for each particular development stage of the PSS. Companies need be able to make use of several different visualization strategies, depending on the actual content of the product-service system and its position in the development process. Whereas the product development process is rather heavy at the back, successful PSS development projects with high levels of service need to be heavy at the front (that is, they need to not only develop the system but also ensure its rollout). Examples are provided from eight market-leading companies in different industries, each of which are undertaking a strategic shift from identifying as product sellers toward becoming providers offering PSS. To conclude, value visualization has become vital for winning new contracts and retaining existing ones. It is therefore a strategic resource that managers need to pay attention to, and continuously develop, in order to compete with PSS offerings. / <p>Original Publication: Christian Kowalkowski and Daniel Kindström, Value visualization strategies for PSS development, 2009, Chapter in: Introduction to Product/Service-System Design, 159-182, Eds T. Sakao and M. Lindahl. http://dx.doi.org/10.1007/978-1-84882-909-1_8 Copyright: Springer http://www.springerlink.com/</p>

At present time, climate and energy issues are important subjects in the international market and environmental technology is a rapidly growing concept. Many companies in Sweden have developed much in-house knowledge in environmental technology. Therefore, they have great opportunity to export. In the sustainability perspective, export has not only benefits in the economic aspect, but also advantages for the environment. Development of appropriate business models is necessary for supporting environmental technology export.In this research an attempt was made to explore business model elements and offerings for export of environmental technology. The relevant theories in environmental technology characteristics, customization, product service systems and business models were used.The case studies included a Swedish municipality-owned company, its subsidiaries and a Swedish private company which was active in export. Empirical data were collected by conducting of interviews. The results reflect the business models and offerings of the studied cases. The analysis of cases provided findings for environmental technologies characteristics which have effect on export business models.Furthermore, six categories for making distinction among different elements of business models in literature were defined in this study. By analysis of the cases a new category which entailed new elements was added as the seventh category. The mentioned categories are useful in business model formulating for export of environmental technology.

Recent studies on sustainability indicate that the concept of the Product-Service System (PSS) is a promising approach to dematerialise the economy and reduce the environmental impacts of industrial activity. Considering the urban scale, mobility is one of the challenges that should be addressed and improved for a better quality of life for residents and lower pollution levels for the environment. In this respect, this study aims at analysing Public Use Bicycle (PUB) systems from a PSS perspective. Six PUB systems implemented in different countries in Europe have been investigated based on the products and services they contain and the business context they are in. The results of this investigation indicate that PUB systems have the potential to increase the use of public transport and hence to decrease the environmental load of personal mobility activities. Further, it has been determined that how the products and services are combined, and how the business context is structured are important considerations in the design of sustainable PUB systems. In this study, a PUB system scenario is developed for tourists in the context of Rotterdam, to reflect on the literature eview on PSS and to show the findings of the investigation of six PUB systems in more concrete terms.

<p>The focus of environmental work in manufacturing companies has increasingly shifted from end-of-pipe solutions to the environmental performance of products and services. The product development process is central to creating value for customers. This thesis argues that companies can simultaneously create value for consumers and be profitable while taking environmental considerations into account.</p><p>Modernising ecodesign means taking advantage of environmental benefits and the innovation potential when developing solutions rather than using ecodesign simply to ensure that legal requirements or customer demands are met. Ecodesign is a strategic issue and should be included in early product development activities, such as for project selection and when setting product targets. There is also need to perform ecodesign according to the characteristics of specific development processes as for radical product development or when developing integrated solutions, using a combination of services and products.</p><p>This thesis reports on the findings from five different research studies, all of which adopted a qualitative approach in which the emphasis falls on exploring and creating understanding and meaning. The studies focused on three areas of ecodesign: A) rethinking approaches for manufacturing companies, B) setting environmental project targets and project selection and C) redesign of products.</p><p>Recommendations on how to modernise ecodesign have been developed and can be summarised in six points:</p><p>• Perform ecodesign both vertically and horizontally in a company.</p><p>• Increase interaction between organisational units.</p><p>• Take advantage of innovation potential in products, services, user behaviour and the delivery and take-back systems.</p><p>• Take environmental considerations into account in the project selection process.</p><p>• Set environmental targets for ensuring that environmental considerations are taken when developing innovative solutions.</p><p>• Develop ecodesign procedures that fit the characteristics of the development process</p>

In the recent years, more and more manufacturing firms recognize the benefit of providing products together with related services with an aim to gain higher profits as compared to supplying products without additional services. On the other hand, the competition in the global markets has been increased dramatically through increased sales of services in order to gain additional value for their products. In addition, several environmental challenges such as climate change, pollution, global warming impact, greenhouse gases emissions have played a vital role by influencing on the production protocols and trend of the companies. These challenges forced manufacturing countries to take into consideration environmentally conscious approach to their design thinking and industrial production processes. As a result, it became an important drive for manufacturing industries to shift from traditional product-oriented to service-oriented business models that has been witnessed during the last few years.   The objective of this study research is to develop common questions that capture fundamental and common issues about Integrated Product Service Engineering (IPSE), Design for Environment (DFE) and Engineering education are effectives for industries to check and develop their knowledge, because the Engineering education plays a necessary role in associating socio-ethical knowledge with scientific and technological advances. The strategy taken to conduct this thesis task was first to study and understand the concept of Product Service System (PSS), IPSE, and Ecodesign as well as Engineering Education. Informative knowledge on these concepts were collected by reviewing several related journal articles, CIRP IPS2 conference proceedings.   In this thesis the concepts of PSS, IPSE, DFE and Engineering Education discussed to develop the key common questions and issues to address the environmental, economic and social problems. Since PSS aims to reduce consumption through alternative schemes of product use as well as to increase overall resource productivity and dematerialization, but IPSE does not focus on a single factor but incorporates a wide range of factors such as environmental, social and economic issues. Whilst one of the main problems in this research focused on how to develop and strengthen the relationship between the academia and industry, and how this relation can be used to improve the academic performance and scientific research at universities and transfer them to industry.   Sustainability and the life cycle concept have become a main solution for various problems such as a growing world population and a change in the industrial culture to come. As results Ecodesign and environmental considerations, financial aspects, product improvement as well as the commercial aspects were discussed in this project by understanding the previous concepts. The university considered as an important base of cultivating the talents, basic of inputs business organizations which help them to develop and improve their level of performance and quality of their products and services, and enhance its competitive position in the market. Changes in organized science further encouraged university interests in expanding technology transfer, because the scientific disciplines play an important role in influencing the type of interactions with industry as well as the University and Industry collaboration became the basic method of solving the problems to achieve (environmental, economic and social) sustainability.

In response to competitive and economic pressures, an increasing number of manufacturing firms are adding services to their traditional product offerings. However, companies are confronted with an arduous undertaking, and find it difficult to servitize successfully and profitably. This thesis investigates the transformation that traditional manufacturers undergo to become providers of integrated products and services, a phenomenon known as servitization. Servitization is considered a strategic re-direction of the manufacturing organisation and a major challenge for senior management. The purpose of this study is to provide better understanding of the change that occurs when a manufacturer attempts servitization. The study adopts a qualitative theory building approach to investigate an under-researched phenomenon and a major managerial challenge. It follows a strategy of engaged scholarship to understand a complex organisational problem. The research utilised multiple case studies, action research, and focus groups to tackle a problem with significance to industry. The findings reveal the nature of servitization as a complex transformative change which exposes the manufacturing company to its environment in new ways, and closely interlinks the organisation with a network of stakeholders through new dependencies. The transformation of traditional manufacturers towards servitized organisations is multi-dimensional and goes through eleven dimensions of transformation across the organisation and its network. In addition, thirty nine forces of change were found to influence the outcome of servitization, and were categorised into three sets of change drivers for servitization. The results of the study led to the formation of a model for transformation towards a servitized organisation for use by industry practitioners to roadmap and facilitate their organisation‟s shift towards services. The model represents a novel approach to managing servitization. This research has addressed a literature gap and met an industrial need, and has made a significant contribution to knowledge about the change that traditional manufacturers experience to become servitized organisations.

The aim of this thesis is to present a new methodology to evaluate and optimize sustainability of customizable product-service systems while ensuring economic, environmental and societal constraints are also satisfied. Activities across the total product lifecycle are considered to develop a model that evaluates closed-loop flow, while being monitored through the growth, maturity and decline stages of the product to provide a comprehensive analysis. A novel method to evaluate the customer satisfaction is also presented. The research considers a modular product where customization can be achieved by selecting from alternatives while ensuring the compatibility between these alternatives. A manufacturer will be able to use the tool developed to optimize the business models developed by maximizing their profitability, satisfying regulatory and customer requirements, and evaluating the metrics that determine the sustainability of the product. The tool primarily uses a Microsoft Excel based platform for calculation and analysis while using ILOG OPL software for optimization. The sensitivity analysis provides examples of the variety of information that can be generated through the model according to the interests of the user. The results demonstrate the usefulness of the tool as a ‘sustainable product configurator’ which can be integrated with conventional product configurators after further refinement.