Service orientation for manufacturing firms: Challenges and innovation management
Résumé
Service orientation represents a huge challenge for manufacturing firms that impacts organisation, management, and control but also people's focus and skills which must be less technology oriented and rather customer oriented. The objective is to propose to the right customer, the right coupling (good+service) at the right place and time to make it loyal while been profitable. As firms are known according to their know how and skills, a first question that firm must answer is about the strategy to adopt. In this paper we present a strategic demarche to support strategy determination and identify some questions that should help managers of SMEs to support service orientation set up. Our works mainly use the tools of marketing and some others borrowed from enterprise management and enterprise strategy.