A Competitive Business Model: Product-Services Systems

Yıl 2020, Cilt: 22 Sayı: 39, 336 - 349, 30.12.2020

Nahit Yılmaz

Öz

The presentation of products and services together is not new. However, it is relatively new to think of it as a business model in the form of Product-Service Systems. Market conditions have created the need to reconsider the presentation of products and services together in a competitive environment where consumer behavior and competing business strategies cannot be predicted. Especially, comparing the values provided by the products to the customers by the enterprises has caused the enterprises to give importance to the services in creating more competitive value. Today, manufacturing businesses increasingly include “services” in their product offerings in the race to create more value for customers. For service businesses, physical elements are seen as the tangible features of a service, the objects that design the service and the key to providing a seamless customer experience. This study sheds light on how and why businesses differ from traditional production and market value creation. At the same time, it tries to reveal how much it is preferred in our lives by understanding and classifying the Product-Service Systems Business Model.

Rekabetçi Bir İş Modeli: Ürün-Hizmet Sistemleri

Öz

Ürün ve hizmetlerin beraber sunumu yeni değildir. Ancak Ürün-Hizmet Sistemleri biçiminde bir iş modeli olarak düşünülmesi nispeten yenidir. Tüketici davranışlarının ve rakip işletme stratejilerinin öngörülemediği bir rekabet ortamında, pazar şartları ürün ve hizmetlerin birlikte sunumunun yeniden ele alınması gereğini doğurmuştur. Özellikle ürünlerin müşterilere sağladığı değerlerin işletmelerce birbirlerine benzetilmesi, işletmelerin daha rekabetçi değer yaratmada hizmetlere önem vermelerine sebep olmuştur. Günümüzde üretim işletmeleri, müşterilere daha fazla değer yaratma yarışı içerisinde, ürün sunumlarına gittikçe daha fazla “hizmet” dâhil etmektedirler. Hizmet işletmeleri için fiziksel unsurlar, bir hizmetin somut özellikleri, hizmeti tasarlayan nesneler ve de sorunsuz müşteri deneyimi sağlamanın anahtarı olarak görülmektedir. Çalışma, işletmelerin geleneksel üretim ve pazarlara değer yaratma anlayışından nasıl ve neden ayrıldıklarına ışık tutmaktadır. Aynı zamanda Ürün-Hizmet Sistemleri iş modelinin anlaşılması ve sınıflandırılması yoluyla, aslında hayatımızda mevcut durumda ne kadar fazlaca tercih edildiğini de ortaya koymaya çalışmaktadır.

Anahtar Kelimeler

Ürün Hizmet Sistemleri, Farklılaştırma, Rekabet, Değer Yaratımı

Kaynakça

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