Dundar F. Kocaoglu
Engineering and Technology Management
In today business situation, many companies are moving from a product-oriented to service-oriented business model. This project focuses on how a technology-driven company deter-mines if it needs to change from utilizing a product-centric sales model to a service-oriented sales model? Using IBM as the base model, we will describe the process that drove an inno-vative technology product company to a turnaround that resulted in their becoming a primari-ly a provider of technology services. We will apply this model to other companies (Xerox, Rolls Royce, Siebel and Oracle) which have been in similar situations and identify character-istics that drove the decision to follow or eschew IBM’s model. Using documented successes of these companies’ strategies as a guide we will try to identify characteristics and factors that can help technology managers faced with this decision. In addition, we will analyze the ser-vitization of the technology industry sector and document future trends. The team will start with a detailed literature review. We will study IBM specifically, because we will use this company as our baseline starting point. In addition, we will include past mar-ket research studies and identify 5-6 other companies that have followed a similar transfor-mation pattern. Finally, we expect to identify market conditions that indicate (a) when to shift to a technology service company or (b) focus on technology product improvements. We expect to identify corporate characteristics that will enable the decision-making process.
Bonthu, Chandana; Wease, Greg; Mishra, Ashish; Khammuang, Monticha; Gajavelly, Nikesh; Lentz, Anna-Lena; and Atkinson, Paul, "Product to Service Inflection Point" (2013). Engineering and Technology Management Student Projects. 385.