Servitization through Product Modularization in Consumer Goods Manufacturing Companies

  • Inmaculada FreijeEmail author
  • Alberto de la Calle
  • Miguel Ángel Larrinaga


This chapter focuses on product customization through modularization, to avoid intense rivalry in mass-production-oriented sectors. Companies achieve cost reductions along with product range broadening to keep up with customer needs and co-create value with the customer. This approach has a big impact on the current business model of the company. The purpose of this chapter is, firstly, to provide a model for supporting managers in the decision-making process to decide when and how to develop this kind of servitization strategy and, secondly, to illustrate its application to a business case in the Spanish bicycle industry.


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Inmaculada Freije
    • 1
    Email author
  • Alberto de la Calle
    • 1
  • Miguel Ángel Larrinaga
    • 1
  1. 1.Universidad de DeustoBilbaoSpain

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