Title: A case of 55 years of servitisation in the frozen concentrated orange juice industry

Authors: Silvio R.I. Pires; João Batista De Camargo Junior; Pedro Domingos Antoniolli

Addresses: Methodist University of Piracicaba, Rodovia do Açucar, Km 156, Piracicaba, SP, 13400-911, Brazil ' Methodist University of Piracicaba, Rodovia do Açucar, Km 156, Piracicaba, SP, 13400-911, Brazil ' Methodist University of Piracicaba, Rodovia do Açucar, Km 156, Piracicaba, SP, 13400-911, Brazil

Abstract: Although the term servitisation was coined in the late 1980s, this paper identifies and investigates a case that has been practiced in Brazil since 1963 by a capital goods manufacturer, which is focused on supplying machines and services to largest producers of frozen concentrated orange juice in country. Therefore, the aim of this paper is to describe and analyse the main characteristics of this case. Methodology used corresponds to an exploratory and in-depth case study conducted from supplier company perspective, but also by investigating its main customer company (dual approach). Data obtained were described and analysed using a framework designed for this purpose that is based on three classic publications on the subject. Results demonstrate a case of extreme servitisation, even for standards considered in present literature.

Keywords: supply chain management; servitisation; product-service systems; capital goods industry; juice industry.

DOI: 10.1504/IJSOM.2021.116102

International Journal of Services and Operations Management, 2021 Vol.39 No.3, pp.301 - 315

Received: 08 Apr 2019
Accepted: 10 Jun 2019
Published online: 12 Jul 2021 *

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