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Servitization as a response to the rising of complexity
In an environment where "material" and "immaterial" are increasingly co-present and interdependent, how can companies in the manufacturing sector, which are strongly tied to the physical product, offer value in line with market demands? Continue to do what they have always done-understand customer needs, adopting a broader point of view. The focus is no longer just the ergonomics of the product but the user experience as a whole.
To meet the changing needs of people and the market, we must offer a different blend of two indispensable components each time: product and service
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Designing innovation in complexity using design methodologies through the stories of 15 champions of change.
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