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To Servitize Is to (Re)position: Utilizing a Porterian View to Understand Servitization and Value Systems

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Practices and Tools for Servitization

Abstract

Drawing on the case of a global servitizing company in the ship power industry, we use a Porterian toolkit for analyzing the implications of industry power and its consequences on firm vertical (re)positioning within the value system. Whereas repositioning has been seen as a way of moving closer to customers and obtaining new competencies, strategic moves aimed at increasing companies’ sphere of influence were neglected. This chapter illustrates how the power approach to repositioning, through different alternative mechanisms, complements the widespread capability view and contributes to value system analysis in servitization.

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Author information

Authors and Affiliations

  1. University of Vaasa, Vaasa, Finland

    Rodrigo Rabetino & Marko Kohtamäki

Authors
  1. Rodrigo Rabetino
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  2. Marko Kohtamäki
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Correspondence to Rodrigo Rabetino .

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Editors and Affiliations

  1. University of Vaasa, Vaasa, Finland

    Marko Kohtamäki

  2. Aston Business School, Aston University, Birmingham, United Kingdom

    Tim Baines

  3. University of Vaasa, Vaasa, Finland

    Rodrigo Rabetino

  4. Aston Business School, Aston University, Birmingham, United Kingdom

    Ali Z. Bigdeli

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Rabetino, R., Kohtamäki, M. (2018). To Servitize Is to (Re)position: Utilizing a Porterian View to Understand Servitization and Value Systems. In: Kohtamäki, M., Baines, T., Rabetino, R., Bigdeli, A. (eds) Practices and Tools for Servitization. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-76517-4_18

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