Conjunto de diretrizes propostas para auxiliar empresas industriais de pequeno e médio portes na adequação de uma lógica dominante de serviços

Abstract

The research aimed to propose a set of guidelines to assist small and medium-sized industrial enterprises interested in transitioning from a product-centered logic to a service-dominant logic. The dynamics of the industrial sector have been impacted by various market threats and intense price competition, especially driven by the participation of Chinese products, which have been posing greater challenges to companies. In this context, there is a noticeable trend of adding a service-oriented mindset to product offerings as a strategy to add value and avoid competition based predominantly on price. To achieve the proposed objectives, a descriptive qualitative research was conducted, using in-depth individual interviews with a semi-structured approach, involving fifteen leaders (or managers) from eight industrial companies, four small and four medium-sized, which are in the process of awareness, adoption, or expansion of a service-dominant logic. The classification and size were determined according to the annual revenue criteria of the National Bank for Economic and Social Development (BNDES). Seven of the studied companies operate in the electro-electronic segment and one in the metal-mechanic segment, and all are located in the state of Rio Grande do Sul. The number of interviewees per company varied according to availability and openness: in one medium-sized company, it was possible to interview three people; in another medium-sized company, only the CEO was available for an interview; and in the other companies, two people were interviewed per company, totaling fifteen respondents. The research addressed the factors that drive these companies to migrate to the new business model by incorporating services into their offerings, the internal and external barriers faced in this transition process, and possible mitigators. The technique chosen to interpret the data was content analysis, following the stages of preparation, categorization, and analysis of the study units. Data saturation was reached from the twelfth interview onward. The results indicated that the adoption of a service logic is relevant for adding value to industrial offerings and avoiding excessive price competition, which jeopardizes the companies' long-term financial results. In this context, barriers were identified, such as internal cultural resistance within the companies and the risks associated with competition from integrators and intermediaries, who are often the main customers of industrial products and responsible for offering services to end customers. Based on the literature reviewed, the analysis of the data, and the results obtained, thirty-two guidelines were proposed to assist small and medium-sized industrial enterprises interested in this migration process and the consolidation of a business model based on a service-dominant logic.