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Beyond products and services, prof. Ivanka Visnjic

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Beyond products and services, prof. Ivanka Visnjic


Beyond products and services – the journey to performance contracts, subscriptions and other outcome-based services

For most manufacturing and software companies, a significant part of the business already comes from services that are associated with their products. Many executives are asking the question- is there anything after services? The answer is yes. A selected group of companies are already charting the territory of outcome-based services that deliver to the customer pure utility she needs without product ownership or a bundle of different services. As a result, outcome-based services create growth and profit potential for the company, but as long as the risks are well understood and managed.

In this lecture you will hear about:
• Why companies set out to shift towards outcome-based services
• The journey companies take, including the reason why they become more open
• The risks that outcome strategy brings and when it does (not) pay off
• The examples of companies that succeeded and those that failed
• The framework to decide whether and how far to go towards outcomes

Ivanka Visnjic, Professor of Innovation and Director of Institute for Innovation and Knowledge Management at ESADE Business School
Ivanka Visnjic is an Associate Professor of Innovation at ESADE Business School, where she also acts a Director of Institute for Innovation and Knowledge Management. Previously, Ivanka worked at a consulting firm McKinsey & Co, completed a PhD at KU Leuven in Belgium and helped set up business-led partnership, Cambridge Service Alliance, at University of Cambridge. Her research, consulting and speaking activities are focused on innovation at large, established companies. She led joint research projects, gave keynote speeches, hosted workshops and advised companies on product-service design, service business models and organizational transformation towards services. Ivanka has been working closely with C-suite and senior management teams of a number of global companies, such as Atlas Copco, BAE Systems, Caterpillar, GEA, IBM, Novozymes, Pearson and Zoetis.



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