Diffusion of industrial services: is it another story?

In this paper, the objective is to identify challenges in the diffusion process of new industrial services and to compare the findings with the diffusion process of new products. The importance of this topic was raised during a research project launched by a global OEM (Original Equipment Manufacturer). The strategic choice of the OEM was to grow by developing an after-sales service business. Moreover, the OEM assumes that after-sales business is more profitable than manufacturing. The role of the researchers in the project is to propose a reasonable new service-based business model. The researchers have been intensively involved in the process. Thus, the conceptual research on product innovations and diffusion of innovation in service business is supported by empirical observations from the business case.

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