Manufacturers increasingly seek new ways to add customer value and differentiate. However, in business markets such efforts often remain relatively unsuccessful, leading to a large number of services offered and higher costs, but with limited corresponding returns. Based on extensive expert...

Purpose – The purpose of this paper is to show how manufacturers evolve when aiming at increasing customer value via the service addition path. More specifically, it aims to identify drivers and inhibitors as well as trajectories to reach “ideal” service addition types....