Product Performance Based Business Models: A Service Based Perspective

The migration to a service based economy has led many firms to emphasize the service component of their product offerings. This shift has led to the emergence of a business model based on value creation through product utilization, where products are sold as a service, (often referred to as Servicization or product-service systems) The Servicization business model can be applied to both tangible and intangible, information intensive, products and is based on aligning customer and supplier incentives.A shift to a service based model leads to a variety of managerial questions that concern performance metrics, customer supplier relationships and contracting and resource optimization. The paper will review how current research on Servicization relates to these questions. We will also consider the implications of the Servicization paradigm for areas in information management such as cloud computing and decision support systems

An Empirical Study of Service Differentiation for Weapon System Service Parts

The question of how to effectively manage items with heterogeneous attributes and differing service requirements has become increasingly important to supply chains that support the delivery of after-sales service. However, there has been little investigation to date on how organizations actually manage inventory levels under such circumstances. This study provides such an investigation, focusing on the logistic system used to manage consumable service parts for weapon systems in the U.S. military. Our findings, based on interviews and rigorous analysis of part attribute and performance data, suggest that in practice a part\u27s service level is negatively affected by an item\u27s cost and is less affected by attributes such as its priority code. We introduce a simple inventory model to explain our empirical findings and explore how variations in item attributes can interact with an inventory policy to affect system performance. Based on this model, we recommend using explicit service-level targets for priority categories to achieve performance consistent with part priority. We show, using military data, that a service differentiation strategy can be an effective way of allocating inventory investment by providing higher service for critical parts at the expense of accepting lower service levels for parts with less importance

Impact of Performance - B ased Contracting on Product Reliability : An Empirical Analysis

Using a proprietary data set provided by a major manufacturer of aircraft engines, we empirically investigate how product reliability is impacted by the use of two different types of after-sales maintenance support contracts: time and material contracts (T&MC) and performance-based contracts (PBC). We offer a number of competing arguments based on the theory of incentives that establish why product reliability may increase or decrease under PBC. We build a two-stage econometric model that explicitly accounts for the endogeneity of contract choices, and find evidence of a positive and significant effect of PBC on product reliability. The estimation of our model indicates that product reliability is higher by 25%–40% under PBC compared to under T&MC, once the endogeneity of contract choice is taken into account. Our results are consistent with two mechanisms for reliability improvement under PBC: more frequent scheduled maintenance and better care performed in each maintenance event

Service Competition and Product Quality in the U.S. Automobile Industry

We study the impact of service attributes (warranty length, after-sales service quality) on consumer demand in the U.S. automobile industry, examining the presence of complementarities/substitution between service attributes and product quality. Our results estimate a median willingness to pay for one year of a warranty of approximately $850, which is equivalent to 3.1% of the median vehicle price in our sample. We find that, for a car with median characteristics, the effect on consumer utility of a 1% price decrease is equivalent, all else being equal, to increasing product quality by 2.2%, and is in turn equivalent to increasing the warranty length by 8%. Our results also indicate that service attributes play a compensatory role with respect to product quality; i.e., the impact of warranty length and service quality on demand increases when product quality decreases. Conversely, both service metrics are complementary with respect to demand; i.e., the better the service quality, the higher the marginal effect of longer warranties. Our results thus imply that, in our period of analysis, warranties played a more important role for American firms than for foreign firms, consistent with the fact that American manufacturers exhibited lower product quality and higher service quality than non-American firms

Achieving Breakthrough Service Delivery Through Dynamic Asset Deployment Strategies

Many firms have shifted their focus from their products to their customers and the value derived from owning and using the products. They see after-sales service as an important source of revenue and profit, customer acquisition and retention, and competitive differentiation. However, they also find it challenging to manage their service-supply chain. Service organizations must position and manage service-supply-chain resources optimally to support the delivery of after-sales service. They must also develop capabilities to respond rapidly to the demand for service in a cost-effective manner. To succeed in implementing a service-centric strategy, firms must determine what items in their products’ service bill-of-material hierarchy should be deployed throughout their geographical hierarchy of service support locations. They must make these complex and interrelated decisions in anticipation of service demand, which is uncertain. Firms must also be flexible and should understand the mechanisms in a service-supply chain needed to fulfill customers’ demands for service and the resulting demands for support assets and capacities. Dynamic asset deployment (DAD), a collection of management policies that promote this flexibility, can be used to develop the capabilities needed to effectively and profitably deliver services. These policies require a real-options-based optimization approach to decision making

Speech Analysis

Contains reports on two research projects

CVD of CrO2: towards a lower temperature deposition process

We report on the synthesis of highly oriented a-axis CrO2 films onto (0001) sapphire by atmospheric pressure CVD from CrO3 precursor, at growth temperatures down to 330 degree Celsius, i.e. close to 70 degrees lower than in published data for the same chemical system. The films keep the high quality magnetic behaviour as those deposited at higher temperature, which can be looked as a promising result in view of their use with thermally sensitive materials, e.g. narrow band gap semiconductors.Comment: 13 pages, 4 figure

Contracting for Infrequent Restoration and Recovery of Mission-Critical Systems

Firms that rely on functioning mission-critical equipment for their businesses cannot afford significant operational downtime due to system disruptions. To minimize the impact of disruptions, a proper incentive mechanism has to be in place so that the suppliers provide prompt restoration and recovery services to the customer. A widely adopted incentive mechanism is performance-based contracting (PBC), in which suppliers receive compensation based on realized system uptime. A key obstacle is that disruptions occur infrequently, making it very expensive for a supplier to commit the necessary resources for recovery because they will be idle most of the time. In this paper, we show that designing a successful PBC creates nontrivial challenges that are unique to this environment. Namely, because of the infrequent and random nature of disruptions, a seemingly innocuous choice of performance measures used in contracts may create unexpected incentives, resulting in counterintuitive optimal behavior. We compare the efficiencies of two widely used contracts, one based on sample-average downtime and the other based on cumulative downtime, and identify the supplier\u27s ability to influence the frequency of disruptions as an important factor in determining which contract performs better. We also show that implementing PBC may create high agency cost when equipment is very reliable. This counterintuitive situation arises because the realized downtimes from which the customer might intuit about the supplier\u27s capacity investment are highly uncertain when there are not many samples of downtimes, i.e., when disruptions occur rarely

Measuring Imputed Cost in the Semiconductor Equipment Supply Chain

We consider the order-fulfillment process of a supplier producing a customized capital good, such as production equipment, commercial aircraft, medical devices, or defense systems. As is common in these industries, prior to receiving a firm purchase order from the customer, the supplier receives a series of shared forecasts, which are called “soft orders.” Facing a stochastic internal manufacturing lead time, the supplier must decide at what time to begin the fulfillment of the order. This decision requires a trade-off between starting too early, leading to potential holding or cancellation costs, and starting too late, leading to potential delay costs. We collect detailed data of shared forecasts, actual purchase orders, production lead times, and delivery dates for a supplier-buyer dyad in the semiconductor equipment supply chain. Under the assumption that the supplier acts rationally, optimally balancing the cancellation, holding, and delay costs, we are able to estimate the corresponding imputed cost parameters based on the observed data. Our estimation results reveal that the supplier perceives the cost of cancellation to be about two times higher and the holding costs to be about three times higher than the delay cost. In other words, the supplier is very conservative when commencing the order fulfillment, which undermines the effectiveness of the overall forecast-sharing mechanism