Case Study: From Goods-Dominant-Logic to Service-Dominant-Logic

Transitioning from a Goods-Dominant to
a Service-Dominant Logic: Visualising the
Value Proposition of Rolls-Royce
Irene Ng
Glenn Parry
Laura Smith
Roger Maull
Gerard Briscoe

To remain viable, manufacturers have bundled equipment sales with support
services. This provision has been commonly referred to as the servitization of
manufacturing (Neely, 2008), a stream of research often dealt with through
manufacturing literature.

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