The Focus-activity Framework for Evaluating PSS Cooperation Readiness of Manufacturing Firms

For manufacturing companies venturing the first steps on the Servitization roadmap, it may be difficult to imagine how an integrated approach of Product and Service elements could support the strategic goals efficiently. If Service tasks, roles, units and organizational structure are still developing and emerging from the Product business activities, the design of Product-Service cooperation as well is promising, as the way is unclear. For these companies, it seems to be important to understand their current status of Product-Service cooperation at first, before starting to design integration activities. Therefore, this paper presents a framework which is designed to help companies identify their current status - and strategic objectives later on - at two dimensions: a) the Structural Focus of Product and Service business within the company, and b) the Cooperation Activities which are undertaken by Product and Service representatives. By the means of a case study in the Italian luxury textile sector, a first validation of the model is conducted, assessing the static and dynamic characteristics of Product and Service business with involvement of an Italian textile company.