Key adjustments to service offerings to accommodate product innovations: The Case of electric vehicles
通过卡车制造商案例及八个商业车辆制造商验证，研究了引入电动汽车等产品创新时，企业如何调整金融服务、维修、车队管理等服务，并发现这些调整多在现有组织内进行，可能提升服务收入占比。
This paper is positioned at the intersection of servitization and product innovation, addressing an important research gap regarding the key adjustments required in service offerings when introducing product innovations. We focus on electric vehicles as an eco-friendly product innovation often associated with high technological turbulence. Through a single case study of a truck manufacturer and eight confirmatory cases of other commercial vehicle manufacturers, this study examines how these companies adjusted their service offerings (e.g., financial services, parts and repair services, fleet management services, and connectivity services) in response to the launch of new product innovations. When introducing product innovations, these manufacturers adjust the scope and sophistication of their service offerings—for instance, by advancing financial services, parts and repair services, fleet management services, connectivity services, and by adding charging infrastructure services. Meanwhile, services for existing products also evolve in terms of scope and sophistication (e.g., adding product life extension and fuel optimization services). Surprisingly, these adjustments mostly occur within existing organizational structures. At the same time, they contribute to a potential increase in the share of service revenue, reflecting the growing share of electric vehicles in commercial vehicle sales. These insights offer important theoretical and managerial implications for integrating servitization with product innovation.