Framing the challenges of the transformation in three industries towards the service business

This paper presents a multidisciplinary framework for supporting a transformation towards business practices based on customer value. The framework aims to evaluate the development state of the company and guide its transformation. We apply the framework to three different industries: installed base manufacturing, pulp and paper, and technical trade. The main research problem studied here is what are the main challenges in the transformation from a product- to a customer- and service-oriented way of doing business in these three industries? We used three theoretical perspectives to sketch a tentative frame, their elements and the targeted transformation within them. Based on our previous studies the three perspectives were 1) service culture and capabilities, 2) business model renewal and 3) uncertainty management. We developed the frame in the analysis of fifteen cases, which were collected in previous and on-going projects. The results sketch unique characteristics as well as similarities between the industries. The study also resulted in a tentative framework that integrates the three perspectives. It proved promising for analysing the state of development in companies and was able to offer a frame for a more systematic comparison of different industries and their challenges in service business development. Additional new case studies representing each of the three industries and the systematic use of the framework will therefore be essential to further development of the framework.