2019 年 13 巻 1 号 p. 10-
In recent years, a new trend in market offerings is to combine products and services instead of just products or services. Many companies have introduced this new type of market offerings, and innovate their traditional business models. Combining products with services can improve revenue structure, change the process of value-added creation and therefore take competitive advantages. However, combining products and services is not simply to sell products and at the same time provide some service. It is necessary for managers to change their minds, revise the business process and reconstruct companies' organizations. There is no guarantee that all companies will succeed in combining products with services. This paper intends to provide some inspirations for the managers who are going to change market offerings by combining products with services. We propose a framework for combining products with services, which is based on the innovation levels of products and services respectively. We give more detailed descriptions about the proposed framework, and examine how to realize adjacent innovation and transforming innovation in market offerings. The proposed framework can help companies to develop market offerings with combination of products and services, or plan differentiation strategy by services.
