How To Sell Sevices More Profitably  

Oleh:

Ulaga, Wolfgang ; Reinartz, Werner

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 86 no. 5 (May 2008), page 90-97.
Topik: services; sell services; profitably

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.36 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Manufacturers frequently believe that adding value in the form of services will provide a competitive advantage after their products start become commodities. When strategy works, the payoffs are impressive, and a company may even discover that its products. But for every success story, at least five cautionary tales remind us that manufacturing companies will most lkely strunggle to turn a profit from their service businesses. Even best stumble. Consider one large techonolgy firm we studied - a world leader in medical equipment, IT, automotive equipment, and transportation systems. Back in 2003 the company's 5 billion IT business unit realized that the limited product - related services it offered, such as installation and training, generated twice the 3 % to 4 % net margins it earned on it increasingly commoditized product offerings. The unit decide, therefore, to invest heavily in developing its service capabilities for large clients. Managers estimated that such customized services would soon generate margins of 15 %.

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