From Products to Services: Insight and Experience from Companies Which Have Embraced the Service Economy

Fewer companies than ever are pure product companies. As buyers demand more from suppliers in both consumer and B2B industries, companies in all sectors are struggling to surround their products with services and value–adds that will both attract and retain their customers. This book takes readers through all the logical steps of changing a business from a product creator to a service provider.

I am thrilled with the publication of this much needed book. In my work with businesses around the globe, I find that grappling with the challenge of transforming a company from products to services is a compelling priority for increasing numbers of firms.   – Stephen W. Brown, PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University

  This book is a must read for those considering the plunge into service growth and innovation. Even those companies that have already taken the plunge will gain fresh perspective. Service growth and innovation is one of the top strategic imperatives for 21st century businesses. Read this book and see why.   – Jim Spohrer, Director, IBM Almaden Research Centre, USA

  I am truly excited to see a practical business guide to help companies transform their business model from a products focus to a services orientation. Laurie Young details in very practical ways, the reasons and methodologies for change. The new services economy is driven by our customers and companies who are not listening to their customer s needs will be left behind to flounder in the industrial age. I would recommend this book to every one of my customers.   – Douglas Morse, Managing Principal for the Services Transformation and Innovation Group LLC and former Vice President of Strategy and Business Operations for Global Customer Services, Oracle Corp

Written by a successful businessman who has been at the heart of these changes in several companies and, with case studies from companies like IBM, Unilever, BT, Michelin, Ericsson and Nokia, this book explores the experience of those who have made the transition; and some who have resisted it. It covers in depth subjects such as: strategic focus, change management, service operations, branding a service business, service sales and service marketing. It is the first major work on this subject.

Foreword

Chapter 1 Why products companies consider service business

Chapter 2 Clarifying the strategic intent of the service business

Chapter 3 The degree of change needed to set up a service business

Chapter 4 First base: gaining a clear perspective of service markets

Chapter 5 Creating the services to be sold in the new market

Chapter 6 Altering the operations of a product company to provide services

Chapter 7 Selling services

Chapter 8 Marketing services instead of products

Chapter 9 Positioning a product brand in a service market

Chapter 10 In conclusion

References

Index

LAURIE YOUNG is a business man who likes to write. During his career he has held senior positions at BT, Unisys and PricewaterhouseCoopers. He also founded, built and sold a company. As his education includes a postgraduate business diploma and an MBA, he combines practical achievement with sound business thinking.

This, his third solo book, concentrates on the transition many companies have to make from the manufacture and sale of products to the provision of services. He first came across this phenomenon when he was director of service marketing at Unisys in the early 1990 s but has advised several companies on its implications in later years. They include: Ericsson, Motorola, Hitachi Data systems, Datex Engstrom, and Nokia.

Other books by Laurie Young:

Marketing the Professional Services Firm (Wiley, 2005) Making Profit from New Service Development (FT/Pearson 1999)

With others:

Marketing and Scenario Planning (Wiley, 2006) New Strategies for Marketing Information Technology (Chapman Hall, 1996) Competitive Customer Care (Croner, 1994)

"...[uses] the best academic thinking, real case studies and the author′s own experience...for anyone who needs to learn fast." (Market Leader, September 1, 2008)

"...for companies keen to make the leap, this book outlines useful tools for establishing effective strategies to make the transition." (CEO Middle East, September 2008)