Service development in traditional product manufacturing companies

Purpose - The primary objective of this paper is to explore antecedents for developing different types of services. A second objective is to address the neglected role of service development in manufacturing firms. Design/methodology/approach - A qualitative research approach is used. While the study is qualitative due to its context, it is positioned between deductive and inductive qualitative studies, being neither a test of an already developed theory nor a development of a new theory. Rather, it is an extension of existing theories on service development through dialectic interaction between field studies and existing theory. Findings - The findings suggest that three types of service (customer service, product-related services, and customer support services) differ in their configuration of antecedents for service development. Research limitations/implications - The study is based on case-study research, but the external validity (generalisability) of the antecedents could not be assessed. Future research would benefit from insights obtained from quantitative data. Practical implications - The combination of different service types and antecedents forms a model that can guide managers in typical product manufacturing companies who wish to extend the service business by developing services successfully. Originality/value - Based on three in-depth case studies and 18 bi-polar mini cases, this paper explores the relationship between types of services in manufacturing companies and typical antecedents that are necessary for service development.