2024-03-29T12:38:51Z
https://nagoya.repo.nii.ac.jp/oai
oai:nagoya.repo.nii.ac.jp:00029871
2023-11-13T00:21:58Z
659:853:854:2493
Managing Creative and Commercial Uncertainty in the Age of Servitization
不確実性のマネジメント : サービス化の時代における製品創出と事業化
川崎, 綾子
98273
KAWASAKI, Ayako
98274
Uncertainry
Servitization
New service development
New product development
Commercialization
2020-03
Despite existing theories of sustainable competitive advantage most companies in Japan have difficulty attaining such advantage. A transition from the goods economy to the service economy, called "servitization" is underway. Approximately 70 % of Japan's GDP comes from service industries. For companies in Japan to remain competitive they must focus not only on tangible products, but on service aspects of their industry. This paper presents case studies of companies with sustained competitive advantages in the movie industry as a service industry. This presents implications not only for service industries, but for the manufacturing industry, since the movie industry has not only service, but also goods aspects. The case study highlights two viewpoints: uncertainty and organization. Creative and commercial uncertainty can arise from a complex output, combining services and goods. Successful organizations, therefore, must address such uncertainty. This paper identifies two points: (1) Organizations must accept that any service output, especially a new one, may fail. Willingness to embrace creative uncertainty is needed. The key for creating differentiated services is raising ideas of individuals in the organization, rather than buying already successful ones from outside the organization. (2) Commercial certainty can be attained through creating tangible goods from a service output (objectification).
departmental bulletin paper
名古屋大学大学院経済学研究科
2020-03
経済科学
4
67
61
74
2434-5741
0022-9725
jpn