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Le business model des services by Wolfgang Ulaga, Gérald Karsenti

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7. Concevoir et industrialiser les services

« Once service in the field receives the same attention as products in the factory,a lot of new opportunities become possible. Companies must think of themselvesas performing manufacturing functions when it comes to so-called “service”activities »1.

Theodore Levitt

Au chapitre précédent, nous avons vu que l’un des défis majeurs pour l’entreprise B to B consiste bien souvent à faire coexister deux modèles d’affaires qui semblent pourtant inconciliables de prime abord, une logique « volume » d’un côté ...

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