Selling Services in the Manufacturing Industry
The present study uses a case study approach to examine how manufacturers sell advanced services. Data were collected from documents as well as interviews with a director and a senior manager of a manufacturer. The study’s findings mainly show that a manufacturer who can sell advanced services practices value-based selling (VBS). This study contributes to servitization research, and it constitutes one of the earliest works that analyzes the effect of VBS on the manufacturing industry.
Index Terms - Servitization, Service Marketing, Customer Value