디자인과 연계한 제조 기업의 서비스화(servitization) 유형 및 특징 분석

Abstract

Today industry has changed from product-centered to service-centered quickly. This phenomenon can be explained in two ways: the growth of service industry it self and the increasing reliance on service by other industry areas. The other industry areas consist of product-based company such as Apple or IKEA, IBM, Nintendo. The role of the value chain in product-based companies -production and sale of product - has become attractive as the demand for products has stagnated throughout the economy and the profit on product sold has been decreasing. By these reasons, companies in developed countries rarely survive exclusively as purely manufacturing enterprise. Thus, increasingly more companies are adding value to their business via services seeking to increase customer loyalty and revenue with post-sales. This recent movement to offering services and solutions through product is usually calld servitization in the literature by vandermerwe and rada(1988) who defined it as the offer of integrated packages of products, service, support, self-service and knowledge to add value to the company's core business. The servitization is essential for innovative companies. Whereas, servitized companies refer to the wider role of design in adding firm's value chain by adding service. Also, famous economist just insist that design power. For example, robert hayes professor at haverd business school said Fifteen years ago companies competed on price. today it's quality. Tomorrow it's design. Nevertheless, the number of studies for product-based company's servitization are restricted within of management literature and industrial engineering literature. By the reason, this paper attempts to identify connection between servitization and design in product-based companies. For this to happen, the paper find the feature and type of servitization in connection with design by conducting a literature review and analyzing innovative design case. Conclusionally, This paper addresses that the new perspective to understanding the product-based company's servitization in connection with the design.