Transforming product oriented businesses towards service providers: A case study of service design at Siemens Cranes

Although in a service economy a large portion of the gross domestic product is the result of rendered services, some sectors or business clusters are only lately witnessing the emergence of service provisioning in their industries. In the case of Siemens Cranes, which primary focusses on large crane projects and the sale of electrical subsystems, an increase in the need for additional service is currently being witnessed in the container cranes industry. Specifically the end users, in this case the container terminals, are requiring additional service in order to improve their overall efficiency and effectiveness of their core business. Although selling both goods and services can be pursued by a single firm, providing services differs from selling goods. Providing services requires different strategies, processes and methods in order to develop, manage, sell and innovate services. The goal of this thesis is to increase the understanding of redesigning services by researching current business models and the needs of the end users in order to ultimately create a competitive service through the service dominant perspective.Systems Engineering, Policy Analysis and ManagementInformation and Communication TechnologyTechnology, Policy and Managemen