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SUMMARY:Countering Deservitization through Service Innovation - Dr. Scott 
 E. Sampson\, Thorsell Professor of Service Operations\, Marriott School of
  Management\, Brigham Young University\, Provo\, Utah\, USA
DTSTART:20161007T093000Z
DTEND:20161007T114000Z
UID:TALK67430@talks.cam.ac.uk
CONTACT:Jo Griffiths
DESCRIPTION:Manufacturing firms are engaging in servitization in order to 
 increase revenues and strengthen ties to customers.  Still\, many more fir
 ms are decreasing the service components of offerings in what we might cal
 l deservitization.  The goals of deservitization are reducing costs and in
 creasing value\, including customization.  Side effects include commoditiz
 ation and destruction of competitive advantages.  Deservitization is impac
 ting many industries as diverse as healthcare\, higher education\, financi
 al services\, and others.  The first part of this seminar will review the 
 inevitability and peril of deservitization.  Subsequently\, we will discus
 s how the threat of deservitization can be countered through effective ser
 vice design and innovation.  This will include use of the service design t
 echnique known as strategic process positioning.
LOCATION:Institute for Manufacturing\, 17 Charles Babbage Road\, Cambridge
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