Proceso de ASC - LA TRANSICION DE UN MODELO DE NEGOCIO BASADA en EL PRODUCTO A UNO BASADO EN EL SERVICIO PARA LAS EMPRESAS B2B en ANTIOQUIA

Abstract

The implementation of servitization, or the infusion of services into value propositions, has emerged as a com petitive strategy across various countries, including Colombia and its region. This phenomenon has generated considerable interest in the business community. As a result, this research aims to contribute to companies evaluating or implementing servitization processes by describing its implementation process in companies from the Aburrá Valley Metropolitan Area. We used a qualitative methodology and conducted interviews with 13 managers of manufacturing companies that cater to B2B clients. Our findings indicate that companies approach servitization for similar reasons, but there is a disparity in its implementation. Furthermore, our research highlights the business challenges that this model entails.