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A Competitive Business Model: Product-Services Systems

Yıl 2020, Cilt: 22 Sayı: 39, 336 - 349, 30.12.2020

Öz

The presentation of products and services together is not new. However, it is relatively new to think of it as a business model in the form of Product-Service Systems. Market conditions have created the need to reconsider the presentation of products and services together in a competitive environment where consumer behavior and competing business strategies cannot be predicted. Especially, comparing the values provided by the products to the customers by the enterprises has caused the enterprises to give importance to the services in creating more competitive value. Today, manufacturing businesses increasingly include “services” in their product offerings in the race to create more value for customers. For service businesses, physical elements are seen as the tangible features of a service, the objects that design the service and the key to providing a seamless customer experience. This study sheds light on how and why businesses differ from traditional production and market value creation. At the same time, it tries to reveal how much it is preferred in our lives by understanding and classifying the Product-Service Systems Business Model.

Kaynakça

  • Alonso-Rasgado, T., Thompson, G. ve Elfström, B.O. (2004). The Design of Functional (Total Care) Products. Journal of Engineering Design, 15(6), 515–540.
  • Annarelli A., Battistella C. ve Nonino F. (2016). Product Service System: A Conceptual Framework From a Systematic Review. Journal of Cleaner Production, 139(15), 1011-1032.
  • Baines, T., Lightfoot, H. W., Benedettini, O., ve Kay, J. M. (2009). The Servitization of Manufacturing: A Review of Literature and Reflection on Future Challenges. Journal of Manufacturing Technology Management, 20(5), 547–567.
  • Baines, T., Lightfoot, H., Evans, S., Neely, A., Greenough, R. vd., (2007). State-Of-The-Art in Product Service-Systems. In: Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 221(10), 1543-1552.
  • Baines, T., Lightfoot, H., Smart, P. ve Fletcher, S. (2013). Servitization of The Manufacturing Firm: Exploring The Operations Practices and Technologies That Deliver Advanced Services. International Journal of Operations and Production Management, 34(1), 2–35, https://doi.org/10.1108/IJOPM-02-2012-0086.
  • Berkovich, M., Leimeister, J. M. ve Krcmar, H. (2011). Requirements Engineering for Product Service Systems. Bus Inf Syst Eng 3, 369–380 https://doi.org/10.1007/s12599-011-0192-2.
  • Bhamra, T., Hernandez R.J. Rapitsenyane Y. ve Trimingham R. (2018). Product Service Systems: A Sustainable Design Strategy for SMEs in The Textiles and Leather Sectors. She Ji: The Journal of Design, Economics and Innovation, 4(3), 229-248.
  • Brännström, O. (2004). Market Offer Development: Industrial Experiences In Business-To-Business Context, Luleå, Sweden: Luleå Technical University Publication. Thesis (PhD). ISSN 1402-1544/ISRN LTU-DT–04/38–SE/NR 2004:38.
  • Ceschin, F. (2014). Sustainable Product-Service Systems Between Strategic Design and Transition Studies, Springer International Publishing AG.
  • Ceschin, F. ve Gaziulusoy, I. (2016). Evolution of Design for Sustainability: From Product Design to Design for System Innovations and Transitions. Design Studies, 47, 118–163.
  • Edvardsson, B., Gustafsson, A. ve Roos, I. (2005). Service Portraits in Service Research: A Critical Review. International Journal of Service Industry Management, 16.
  • Goedkoop, M., van Halen, C., te Riele, H. ve P. Rommes (1999). Product Services Systems, Ecological and Economic Basics, Report 1999/36. The Hague: VROM.
  • Gönül, M. S. (2011). A Clasification of Research on “GreenDesign”: The Journey to Sustainable Product-Services System” H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 291), 43-67.
  • Grönroos, C. (2011). Value Co-Creation in Service Logic: A Critical Analysis. Sage Publications, Inc., 11(3), 279–301.
  • Isaksson, O., Larsson, T.C. ve Rönnbäck A. Ö. (2009). Development of Product-Service Systems: Challenges and Opportunities for The Manufacturing Firm',Journal of Engineering Design, 20(4), 329-348.
  • Kowalkowski, C. (2008). Service Productivity Gains Through Information and Communication Technology Applications: A Service Marketing Approach. International Journal of Knowledge Management Studies, 2(1), 4–22.
  • Manzini, E. ve Vezzoli, C. (2002), Product Service Systems and Sustainability: Opportunities for Sustainable Solutions; UNEP and TU Delft: Paris, France
  • Meier, H., Roy, R. ve Seliger, G. (2010), Industrial Product-Service Systems - IPS2 . CIRP Annals – Manuf. Tech. 59(2), 607–627.
  • Michel, S., Brown, S. W. ve Gallan, A. S. (2008). Service-Logic Innovations: How to Innovate Customers, not Products (Forthcoming). California Management Review, 50(3), 54–66.
  • Mont, O. (2000). Product Service Systems, AFR-REPORT 288 AFN, Swedish Environmental Protection Agency, 106 48 Stockholm, Sweden.
  • Mont, O. (2001). Introducing and Developing a Product-Service System (PSS) Concept in Sweden, IIIEE Reports 2001:6. Lund: IIIEE, Lund University and NUTEK, Sweden
  • Mont, O. (2002). Clarifying the Concept of Product-Service System. Journal of Cleaner Production, 10, 237–245.
  • Mont, O., (2004). Product-service systems: Panacea or Myth?, Ph.D. thesis, Lund University, Sweden.
  • Morelli N. (2003). Product-Service Systems, a Perspective Shift for Designers: A Case Study: The Design of A Telecentre, Design Studies, 24(1), 73-99.
  • Mourtzis, D. Doukas,M., ve Fotia S., (2016). ”Classification and Mapping of PSS Evaluation Approaches” IFAC-PapersOnLine, 49(12), 1555-1560.
  • Neely, A., Benedetinni O. ve Visnjic I., (2011). The Servitization of Manufacturing: Further Evidence, Academic Paper to be Presented at the 18th European Operations Management Association Conference, Cambridge, July
  • Oliva, R. ve Kallenberg, R. (2003). Managing The Transition From Products to Services. International Journal of Service Industry Management, 14(2), 160–172.
  • Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L. ve Voss, C. A. (2015). Service Research Priorities in a Rapidly Changing Context. Journal of Service Research, 18(2), 127–159.
  • Roy, R. (2000). Sustainable Product-Service Systems, Futures. 32(3-4), 289-299.
  • Rymaszewska, A., Helo, P. ve Gunasekaran, A. (2017). IoT Powered Servitization of Manufacturing – An Exploratory Case Study. International Journal of Production Economics, 1-14.
  • Shimomura, Y., Nemoto, Y. ve Kimita, K., (2015). A Method for Analysing Conceptual Design Process of Product-Service Systems. CIRP Annals - Manufacturing Technology, 64(1), 145-148.
  • Tan, A. R. ve McAloone T. C. (2006). Characteristics of Strategies in Product/Service-System Development, International Design Conference-Desig 2006, Dubrovnik - Croatia, May 15-18.
  • Tan, A. R., McAloone T.C. ve Gall C. (2007). Product/Services-System Developmen An Explırative Case Study In A Manufacturing Company, International Conference On Engineering Design, ICED’07 28-31 August, Cite Des Sciences et de L'Industrie, Paris, France.
  • Tischner, U., Ryan, C. ve Vezzoli, C. (2009), Product-Service Systems. In Design for Sustainability: a Step by Step Approach, UNEP and TU Delft: Paris, France
  • Tonn, K. (2013). The Structure of A Fully Integrated Production System for Industrial Services in The Machine Tool Business TRUMPF Werkzeugmaschinen (Product-Service Integration for Sustainable Solutions, Proceedings of the 5th CIRP International Conference on Industrial Product-Service Systems, Bochum, Germany, March 14th–15th.
  • Tukker A. (2004). “Eight Types of Product–Service System: Eight Ways to Sustainability? Experiences From SusProNet” Business Strategy and the Environment, 13(4), 246-260.
  • Tukker, A. (2015). Product Services for A Resource-Efficient and Circular Economy – A Review. Journal of Cleaner Production. 15 June 2015, 76-91.
  • Tukker, A. ve Tischner U. (2005). New Business for Old Europe – Product-Service Development, Competiveness and Sustainability, Greenleaf Publishing, Sheffield, UK.
  • Vandermerwe, S. ve Rada, J. (1988). Servitization of Business: Adding Value by Adding Services. European Management Journal, 6(4), 314-324.
  • Vasantha, G. V. A., Roy, R. ve Corney, J. R. (2015). Advances in Designing Product Service Systems. Journal of the Indian Institute of Science, 95(4), 429–447.
  • Vezzoli, C. (2007). System Design for Sustainability, IT: Maggioli Editore, Milan.
  • Wang, P.P., Ming, X.G., Li, D., Kong, F.B., Wang, L. ve Wu, Z.Y. (2011). Status Review and Research Strategies on Product-Service Systems. J.Production Research, 49(22), 6863–6883.
  • Wong, M. (2004). Implementation of Innovative Product Service-Systems in The Consumer Goods Industry. PhD dissertation, Cambridge University.
  • Yoon, J., Pohlmeyer, A. E. ve Desmet, P. M. A. (2016). When “ Feeling Good ” is Not Good Enough : Seven Key Opportunities for Emotional Granularity in Product Development. International Journal of Design, 10(3), 1–16.

Rekabetçi Bir İş Modeli: Ürün-Hizmet Sistemleri

Yıl 2020, Cilt: 22 Sayı: 39, 336 - 349, 30.12.2020

Öz

Ürün ve hizmetlerin beraber sunumu yeni değildir. Ancak Ürün-Hizmet Sistemleri biçiminde bir iş modeli olarak düşünülmesi nispeten yenidir. Tüketici davranışlarının ve rakip işletme stratejilerinin öngörülemediği bir rekabet ortamında, pazar şartları ürün ve hizmetlerin birlikte sunumunun yeniden ele alınması gereğini doğurmuştur. Özellikle ürünlerin müşterilere sağladığı değerlerin işletmelerce birbirlerine benzetilmesi, işletmelerin daha rekabetçi değer yaratmada hizmetlere önem vermelerine sebep olmuştur. Günümüzde üretim işletmeleri, müşterilere daha fazla değer yaratma yarışı içerisinde, ürün sunumlarına gittikçe daha fazla “hizmet” dâhil etmektedirler. Hizmet işletmeleri için fiziksel unsurlar, bir hizmetin somut özellikleri, hizmeti tasarlayan nesneler ve de sorunsuz müşteri deneyimi sağlamanın anahtarı olarak görülmektedir. Çalışma, işletmelerin geleneksel üretim ve pazarlara değer yaratma anlayışından nasıl ve neden ayrıldıklarına ışık tutmaktadır. Aynı zamanda Ürün-Hizmet Sistemleri iş modelinin anlaşılması ve sınıflandırılması yoluyla, aslında hayatımızda mevcut durumda ne kadar fazlaca tercih edildiğini de ortaya koymaya çalışmaktadır.

Kaynakça

  • Alonso-Rasgado, T., Thompson, G. ve Elfström, B.O. (2004). The Design of Functional (Total Care) Products. Journal of Engineering Design, 15(6), 515–540.
  • Annarelli A., Battistella C. ve Nonino F. (2016). Product Service System: A Conceptual Framework From a Systematic Review. Journal of Cleaner Production, 139(15), 1011-1032.
  • Baines, T., Lightfoot, H. W., Benedettini, O., ve Kay, J. M. (2009). The Servitization of Manufacturing: A Review of Literature and Reflection on Future Challenges. Journal of Manufacturing Technology Management, 20(5), 547–567.
  • Baines, T., Lightfoot, H., Evans, S., Neely, A., Greenough, R. vd., (2007). State-Of-The-Art in Product Service-Systems. In: Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 221(10), 1543-1552.
  • Baines, T., Lightfoot, H., Smart, P. ve Fletcher, S. (2013). Servitization of The Manufacturing Firm: Exploring The Operations Practices and Technologies That Deliver Advanced Services. International Journal of Operations and Production Management, 34(1), 2–35, https://doi.org/10.1108/IJOPM-02-2012-0086.
  • Berkovich, M., Leimeister, J. M. ve Krcmar, H. (2011). Requirements Engineering for Product Service Systems. Bus Inf Syst Eng 3, 369–380 https://doi.org/10.1007/s12599-011-0192-2.
  • Bhamra, T., Hernandez R.J. Rapitsenyane Y. ve Trimingham R. (2018). Product Service Systems: A Sustainable Design Strategy for SMEs in The Textiles and Leather Sectors. She Ji: The Journal of Design, Economics and Innovation, 4(3), 229-248.
  • Brännström, O. (2004). Market Offer Development: Industrial Experiences In Business-To-Business Context, Luleå, Sweden: Luleå Technical University Publication. Thesis (PhD). ISSN 1402-1544/ISRN LTU-DT–04/38–SE/NR 2004:38.
  • Ceschin, F. (2014). Sustainable Product-Service Systems Between Strategic Design and Transition Studies, Springer International Publishing AG.
  • Ceschin, F. ve Gaziulusoy, I. (2016). Evolution of Design for Sustainability: From Product Design to Design for System Innovations and Transitions. Design Studies, 47, 118–163.
  • Edvardsson, B., Gustafsson, A. ve Roos, I. (2005). Service Portraits in Service Research: A Critical Review. International Journal of Service Industry Management, 16.
  • Goedkoop, M., van Halen, C., te Riele, H. ve P. Rommes (1999). Product Services Systems, Ecological and Economic Basics, Report 1999/36. The Hague: VROM.
  • Gönül, M. S. (2011). A Clasification of Research on “GreenDesign”: The Journey to Sustainable Product-Services System” H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 291), 43-67.
  • Grönroos, C. (2011). Value Co-Creation in Service Logic: A Critical Analysis. Sage Publications, Inc., 11(3), 279–301.
  • Isaksson, O., Larsson, T.C. ve Rönnbäck A. Ö. (2009). Development of Product-Service Systems: Challenges and Opportunities for The Manufacturing Firm',Journal of Engineering Design, 20(4), 329-348.
  • Kowalkowski, C. (2008). Service Productivity Gains Through Information and Communication Technology Applications: A Service Marketing Approach. International Journal of Knowledge Management Studies, 2(1), 4–22.
  • Manzini, E. ve Vezzoli, C. (2002), Product Service Systems and Sustainability: Opportunities for Sustainable Solutions; UNEP and TU Delft: Paris, France
  • Meier, H., Roy, R. ve Seliger, G. (2010), Industrial Product-Service Systems - IPS2 . CIRP Annals – Manuf. Tech. 59(2), 607–627.
  • Michel, S., Brown, S. W. ve Gallan, A. S. (2008). Service-Logic Innovations: How to Innovate Customers, not Products (Forthcoming). California Management Review, 50(3), 54–66.
  • Mont, O. (2000). Product Service Systems, AFR-REPORT 288 AFN, Swedish Environmental Protection Agency, 106 48 Stockholm, Sweden.
  • Mont, O. (2001). Introducing and Developing a Product-Service System (PSS) Concept in Sweden, IIIEE Reports 2001:6. Lund: IIIEE, Lund University and NUTEK, Sweden
  • Mont, O. (2002). Clarifying the Concept of Product-Service System. Journal of Cleaner Production, 10, 237–245.
  • Mont, O., (2004). Product-service systems: Panacea or Myth?, Ph.D. thesis, Lund University, Sweden.
  • Morelli N. (2003). Product-Service Systems, a Perspective Shift for Designers: A Case Study: The Design of A Telecentre, Design Studies, 24(1), 73-99.
  • Mourtzis, D. Doukas,M., ve Fotia S., (2016). ”Classification and Mapping of PSS Evaluation Approaches” IFAC-PapersOnLine, 49(12), 1555-1560.
  • Neely, A., Benedetinni O. ve Visnjic I., (2011). The Servitization of Manufacturing: Further Evidence, Academic Paper to be Presented at the 18th European Operations Management Association Conference, Cambridge, July
  • Oliva, R. ve Kallenberg, R. (2003). Managing The Transition From Products to Services. International Journal of Service Industry Management, 14(2), 160–172.
  • Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L. ve Voss, C. A. (2015). Service Research Priorities in a Rapidly Changing Context. Journal of Service Research, 18(2), 127–159.
  • Roy, R. (2000). Sustainable Product-Service Systems, Futures. 32(3-4), 289-299.
  • Rymaszewska, A., Helo, P. ve Gunasekaran, A. (2017). IoT Powered Servitization of Manufacturing – An Exploratory Case Study. International Journal of Production Economics, 1-14.
  • Shimomura, Y., Nemoto, Y. ve Kimita, K., (2015). A Method for Analysing Conceptual Design Process of Product-Service Systems. CIRP Annals - Manufacturing Technology, 64(1), 145-148.
  • Tan, A. R. ve McAloone T. C. (2006). Characteristics of Strategies in Product/Service-System Development, International Design Conference-Desig 2006, Dubrovnik - Croatia, May 15-18.
  • Tan, A. R., McAloone T.C. ve Gall C. (2007). Product/Services-System Developmen An Explırative Case Study In A Manufacturing Company, International Conference On Engineering Design, ICED’07 28-31 August, Cite Des Sciences et de L'Industrie, Paris, France.
  • Tischner, U., Ryan, C. ve Vezzoli, C. (2009), Product-Service Systems. In Design for Sustainability: a Step by Step Approach, UNEP and TU Delft: Paris, France
  • Tonn, K. (2013). The Structure of A Fully Integrated Production System for Industrial Services in The Machine Tool Business TRUMPF Werkzeugmaschinen (Product-Service Integration for Sustainable Solutions, Proceedings of the 5th CIRP International Conference on Industrial Product-Service Systems, Bochum, Germany, March 14th–15th.
  • Tukker A. (2004). “Eight Types of Product–Service System: Eight Ways to Sustainability? Experiences From SusProNet” Business Strategy and the Environment, 13(4), 246-260.
  • Tukker, A. (2015). Product Services for A Resource-Efficient and Circular Economy – A Review. Journal of Cleaner Production. 15 June 2015, 76-91.
  • Tukker, A. ve Tischner U. (2005). New Business for Old Europe – Product-Service Development, Competiveness and Sustainability, Greenleaf Publishing, Sheffield, UK.
  • Vandermerwe, S. ve Rada, J. (1988). Servitization of Business: Adding Value by Adding Services. European Management Journal, 6(4), 314-324.
  • Vasantha, G. V. A., Roy, R. ve Corney, J. R. (2015). Advances in Designing Product Service Systems. Journal of the Indian Institute of Science, 95(4), 429–447.
  • Vezzoli, C. (2007). System Design for Sustainability, IT: Maggioli Editore, Milan.
  • Wang, P.P., Ming, X.G., Li, D., Kong, F.B., Wang, L. ve Wu, Z.Y. (2011). Status Review and Research Strategies on Product-Service Systems. J.Production Research, 49(22), 6863–6883.
  • Wong, M. (2004). Implementation of Innovative Product Service-Systems in The Consumer Goods Industry. PhD dissertation, Cambridge University.
  • Yoon, J., Pohlmeyer, A. E. ve Desmet, P. M. A. (2016). When “ Feeling Good ” is Not Good Enough : Seven Key Opportunities for Emotional Granularity in Product Development. International Journal of Design, 10(3), 1–16.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Derleme Makaleler
Yazarlar

Nahit Yılmaz

Yayımlanma Tarihi 30 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 22 Sayı: 39

Kaynak Göster

APA Yılmaz, N. (2020). Rekabetçi Bir İş Modeli: Ürün-Hizmet Sistemleri. Karamanoğlu Mehmetbey Üniversitesi Sosyal Ve Ekonomik Araştırmalar Dergisi, 22(39), 336-349.

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