G. Copani
ITIA-CNR – Institute of Industrial Technologies and Automation, Milano, Italy
S. Marvulli
ITIA-CNR – Institute of Industrial Technologies and Automation, Milano, Italy
G. Lay
Fraunhofer Institute for Systems and Innovation Research ISI, Karlsruhe, Germany
S. Biege
Fraunhofer Institute for Systems and Innovation Research ISI, Karlsruhe, Germany
D. Buschak
Fraunhofer Institute for Systems and Innovation Research ISI, Karlsruhe, Germany
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Published in: Proceedings of the 2nd CIRP IPS2 Conference 2010; 14-15 April; Linköping; Sweden
Linköping Electronic Conference Proceedings 77:56, p. 437-444
Service-oriented business models are regarded as one of the main competitive priority for European machine builders willing to keep their global leadership; menaced by the growth of Asiatic competitors and by the financial crisis. Despite the efforts of the research community and of industrial companies in the direction of servitization; there is empirical evidence that only few companies successfully innovated their business model. In this paper; the results of an European case study research are reported; aimed at the understanding of business model innovation mechanisms and success in the machine tool sector. Companies resulted distributed in different clusters; each of them characterized by different business model innovation levels; strategic consciousness and achieved performance. The clusters suggest the existence of three alternative paths of business model innovation; which are described in the paper; showing specific innovation mechanisms that can be followed.
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