THE STRATEGIC IMPORTANCE OF AFTER-SALES SERVICES FOR THE INSURANCE OF GROWTH IN CUSTOMER-VALUE-ORIENTED MANAGEMENT: AN OBSERVATION OF SMALL- AND MEDIUM-SIZED INDUSTRIAL GOODS MANUFACTURERS

Small and medium-sized companies in the investment goods industry find themselves more and more often confronted with radical changes in the conditions of their business environments. The access to one dimensional growth just by selling physical products is becoming increasingly limited. Traditional means are suffering of a constant loss of effectiveness. But even though it has been shown that there are enormous chances in the area of after-sales services in this industry, small- and medium-sized industrial goods manufacturers obtain only about 25% of their turnover with services, due to an insufficient strategic involvement of this topic. On the basis of a long term perspective and against the background of the discussions on stakeholder integration, strategic business segments and the customer-lifetime-value, this paper focuses on the different possibilities of accessing new market potentials by combining and analyzing the implications of different strategic perspectives on after-sales-services and their effects on the customer-lifetime-value.After-Sales Services; Investment goods industry; Capital goods; Strategic marketing; Strategic business segment.