A new Product-Service offering taxonomy: an application to the Italian Truck Industry

The transition toward a service dominant logic has pushed product-based manufacturers to develop new customer value propositions, to support their emergent business models. Current literature fails to explain and provide a comprehensive structure of the different servitization configurations that organisations are currently experiencing. In order to fill this gap a product-service offering taxonomy is proposed. For ascertaining its capability to map and benchmark different product-service offerings, the taxonomy has been applied to chart the service portfolio of four different organisations belonging to the Italian truck industry. In particular the purpose of this application is to show how a company can design its product-service portfolio consistently with its servitization strategy and the environment where it operates.