Purpose – The purpose of this paper is to propose a service development process that is adapted to manufacturing companies and to discuss its implications for companies with a traditional focus on product development and product sales. Design/methodology/approach – The paper looks at new...

Purpose – The paper aims to provide a better understanding of the interrelatedness of customer and service orientations in the organizational structures of capital goods manufacturing companies. Design/methodology/approach – A qualitative, multi‐case research design was employed using 36...

Purpose – The purpose of this paper is to explore strategies for visualizing the value of service‐based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at...

Purpose of the paper: This article introduces the service function concept, as well as why and how it can be a useful concept for addressing service management challenges in industrial firms. Design/methodology/approach: Two in-depth case studies of global industrial firms enabled a thorough...