The development of global service operation in manufacturing industry SME: A service-dominant logic approach

For many industrial companies that have previously been totally product- or technology-oriented, the transfer to the development of services may be difficult. From a theoretical point of view, it is about the movement from a Goods-Dominant (G-D logic) logic towards a Service-Dominant logic (S-D logic). Customer understanding and end-user requirements are the starting point of industrial service business development. S-D logic is also based on customer orientation. Our focus is on small and medium-sized manufacturing companies, who have a long history of goods manufacturing but are now developing industrial services. During this development, manufacturing SMEs have faced the challenge of global service supply chain management. The challenge is related to their delivery of service goods and their presence at customer locations around the world. This paper discusses how an S-D logic approach can help industrial companies to develop service business. Service-Dominant logic defines ten Foundational Premises as the core of the theory, and we have applied parts of S-D logic to the development of service offerings and deepening of customer orientation