Designing and Implementing Overarching Servitization Strategies in B2B Manufacturing Industry

R.G.H. Bluemink*, LWL Simonse, S.C. Santema

*Corresponding author for this work

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review


Purpose: This paper explores how a B2B technology-driven industrial manufacturer of capital goods can organise a service exploration process to create value for customers and end-users downstream of its value supply chain.
Design/Methodology/Approach: We employed the action research (AR) methodology to design and implement interventions, build new knowledge on strategic exploration and organise a design process for designing service value propositions in a B2B domain.
Findings: Based on the design roadmapping approach, we designed an intervention framework of a strategic service exploration process that addresses the needs and behaviour of customers and end-users in their future living context.
Originality/Value: This paper contributes new knowledge about organising end-user-focused product-service design capabilities and applying strategic design
Original languageEnglish
Title of host publicationThe Role of Servitization in Grand Challenges
Subtitle of host publicationSpring Servitization Conference 2023 - Helsinki
EditorsAli Bigdeli, Marko Kohtamäki, Rodrigo Rabetino, Tim Baines
Place of PublicationBirmingham
PublisherThe Advanced Services Group
Number of pages9
Publication statusPublished - 2023
EventThe Spring Servitization Conference 2023 - Helsinki, Finland
Duration: 8 May 20239 May 2023


ConferenceThe Spring Servitization Conference 2023
Internet address

Bibliographical note

Green Open Access added to TU Delft Institutional Repository ‘You share, we take care!’ – Taverne project Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.


  • Overarching Servitization
  • Service Design
  • Strategic Design
  • Roadmapping
  • Service Innovation


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