Servitization At A Small Electrical Company Through A Knowledge Transfer Project’

E Marandi, F Turner-Gross, F. Zolkiewski, C. Eastham

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


Purpose: to highlight the challenges faced in both servitization and in the implementation of KTP projects.Design/methodology/approach: This is a case study based on a small electrical company's experience of implementing servitization through a Knowledge Transfer Project (KTP) in partnership with a universityFindings: The key challenge identified was how to change the mind set of the company from a technical sales-led manufacturer to a service provider. This involved introducing relational selling models and formal procedures for including distributors in the process. A key feature identified was the role of the incumbent workforce in the success of the servitization efforts. This appeared to be dependent on the willingness of the workforce to develop new capabilities and develop a service orientation philosophy.Originality/value: This paper is intended to make a contribution towards gaining an understanding of the practical issues involved in implementing servitization at a company which has historically regarded itself as a manufacturer. It also offers an insight into how a successful KTP partnership can be developed.
Original languageEnglish
Title of host publicationelectronic
Publication statusPublished - May 2015
EventSpring Servitization Conference - Aston Business School
Duration: 18 May 201519 May 2015


ConferenceSpring Servitization Conference
CityAston Business School


  • Servitization, electrical company, marketing, distributorship


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