New paper applies NCA in servitization research

A paper by Rui Sousa (Universidade Catolica Portuguesa, Porto, Portugal) and  Giovani da Silveira (University of Calgary, Canada) discusses servitization strategies of manufacturing firms: competing through product-service systems rather than products alone.

They distinguish between servitization strategies based on the offering of Basic Services (BAS, installing and maintaining basic product functionality), and servitization strategies based on Advanced Services (ADS, working closely with customers to co-create value that goes beyond basic product operation). They test the hypothesis that the offering of BAS is a necessary condition ("platform") for the offering of ADS. Their scatterplot (photo) with a manually added ceiling line shows an empty space in the upper left corner, supporting the hypothesis.