ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ ВИРОБНИКІВ ВАНТАЖНИХ АВТОМОБІЛІВ ЧЕРЕЗ СЕРВІСНІ БІЗНЕС-МОДЕЛІ ТА AFTERSALES-МАРКЕТИНГ
Анотація
У статті досліджено, як сервісні бізнес-моделі та aftersales-маркетинг трансформують джерела конкурентних переваг виробників вантажних автомобілів. Мета дослідження полягає в обґрунтуванні механізмів формування таких переваг і визначенні пріоритетних інструментів сервісної диференціації на основі аналізу наукової літератури та порівняльного бенчмаркінгу практик Scania, Mercedes-Benz Trucks, Volvo Trucks, DAF та IVECO. Доведено, що стійка конкурентоспроможність у сегменті важких вантажівок формується не лише через технічні характеристики продукту, а насамперед через здатність виробника забезпечити uptime, передбачуваність total cost of ownership, цифровий моніторинг, контрактне обслуговування, доступність запасних частин і підтримку технологічного переходу. Запропоновано типологію сервісних бізнес-моделей і маркетингові пріоритети aftersales-напряму.
Посилання
European Alternative Fuels Observatory. EU classification of vehicle types. URL: https://alternative-fuels-observatory.ec.europa.eu/general-information/vehicle-types
ACEA. Trucks: what they are and why they are so important. URL: https://www.acea.auto/fact/trucks-what-they-are-and-why-they-are-so-important/
Council of the European Union. Heavy-duty vehicles: Council signs off on stricter CO2 emission standards. URL: https://www.consilium.europa.eu/en/press/press-releases/2024/05/13/heavy-duty-vehicles-council-signs-off-on-stricter-co2-emission-standards/
Oliva R., Kallenberg R. Managing the transition from products to services. International Journal of Service Industry Management. 2003. Vol. 14, no. 2. P. 160-172. DOI: 10.1108/09564230310474138.
Baines T.S., Lightfoot H.W., Benedettini O., Kay J.M. The servitization of manufacturing: a review of literature and reflection on future challenges. Journal of Manufacturing Technology Management. 2009. Vol. 20, no. 5. P. 547-567. DOI: 10.1108/17410380910960984.
Gebauer H., Gustafsson A., Witell L. Competitive advantage through service differentiation by manufacturing companies. Journal of Business Research. 2011. Vol. 64, no. 12. P. 1270-1280. DOI: 10.1016/j.jbusres.2011.01.015.
Raddats C., Kowalkowski C., Benedettini O., Burton J., Gebauer H. Servitization: a contemporary thematic review of four major research streams. Industrial Marketing Management. 2019. Vol. 83. P. 207-223. DOI: 10.1016/j.indmarman.2019.03.015.
Kohtamäki M., Parida V., Oghazi P., Gebauer H., Baines T. Digital servitization business models in ecosystems: a theory of the firm. Journal of Business Research. 2019. Vol. 104. P. 380-392. DOI: 10.1016/j.jbusres.2019.06.027.
Paiola M., Gebauer H. Internet of things technologies, digital servitization and business model innovation in BtoB manufacturing firms. Industrial Marketing Management. 2020. Vol. 89. P. 245-264. DOI: 10.1016/j.indmarman.2020.03.009.
Kolagar M., Parida V., Sjödin D. Ecosystem transformation for digital servitization: a systematic review, integrative framework, and future research agenda. Journal of Business Research. 2022. Vol. 146. P. 176-200. DOI: 10.1016/j.jbusres.2022.03.067.
Xing Y., Liu Y., Davies P. Servitization innovation: a systematic review, integrative framework, and future research directions. Technovation. 2023. Vol. 122. Article 102641. DOI: 10.1016/j.technovation.2022.102641.
Iriarte I., Hoveskog M., Nguyen Ngoc H., Legarda I., Uranga M., Nazabal M., Atxa A. Service design for digital servitization: facilitating manufacturers' advanced services value proposition design in the context of Industry 4.0. Industrial Marketing Management. 2023. Vol. 110. P. 96-116. DOI: 10.1016/j.indmarman.2023.02.015.
Minaya P.E., Avella L., Trespalacios J.A. Synthesizing three decades of digital servitization: a systematic literature review and conceptual framework proposal. Service Business. 2024. Vol. 18. P. 193-222. DOI: 10.1007/s11628-024-00559-x.
Liu B., Li Z., Fu Y. Financial performance response of manufacturers to servitization: curvilinear relationship mediated by service business focus and moderated by digital technology application. Journal of Service Theory and Practice. 2024. Vol. 34, no. 4. P. 571-597. DOI: 10.1108/JSTP-07-2023-0200.
Durugbo C.M. After-sales services and aftermarket support: a systematic review, theory and future research directions. International Journal of Production Research. 2020. Vol. 58, no. 6. P. 1857-1892. DOI: 10.1080/00207543.2019.1693655.
Saccani N., Songini L., Gaiardelli P. The role and performance measurement of after-sales in the durable consumer goods industries: an empirical study. International Journal of Productivity and Performance Management. 2006. Vol. 55, no. 3/4. P. 259-283. DOI: 10.1108/17410400610653228.
Sellitto M.A. The after-sales strategy of an industrial equipment manufacturer: evaluation and control. International Journal of Quality & Reliability Management. 2021. Vol. 38, no. 7. P. 1593-1613. DOI: 10.1108/IJQRM-11-2019-0339.
Gebauer H., Glaa B., Witell L., Perks H. Key adjustments to service offerings to accommodate product innovations: the case of electric vehicles. Industrial Marketing Management. 2025. Vol. 128. P. 71-87. DOI: 10.1016/j.indmarman.2025.05.001.
Mercedes-Benz Trucks. Mercedes-Benz Trucks Uptime. URL: https://www.mercedes-benz-trucks.com/int/en/business-and-services/digital-services/mercedes-benz-trucks-uptime.html
Daimler Truck. Daimler Truck bundles e-infrastructure and charging services in Europe under new TruckCharge brand. URL: https://www.daimlertruck.com/en/newsroom/pressrelease/daimler-truck-bundles-e-infrastructure-and-charging-services-in-europe-under-new-truckcharge-brand-52729969
Volvo Group. Volvo Gold Contract Service Offering Standard with the New Volvo VNR Electric Model. URL: https://www.volvogroup.com/en/news-and-media/news/2020/dec/volvo-gold-contract-service-offering.html
Scania Group. Services 360 Pro. URL: https://www.scania.com/group/en/home/products-and-services/services/services-360/pro.html
DAF Trucks N.V. DAF MultiSupport Service Contracts. URL: https://www.daf.com/en/products-and-services/daf-services/repair-and-maintenance
IVECO. IVECO Services. Your must-have portfolio of products and services. URL: https://www.iveco.com/-/media/IVECOdotcom/Content/Services/services.pdf
European Alternative Fuels Observatory. (n.d.). EU classification of vehicle types. Retrieved April 27, 2026, from https://alternative-fuels-observatory.ec.europa.eu/general-information/vehicle-types
ACEA. (n.d.). Trucks: what they are and why they are so important. Retrieved April 27, 2026, from https://www.acea.auto/fact/trucks-what-they-are-and-why-they-are-so-important/
Council of the European Union. (2024). Heavy-duty vehicles: Council signs off on stricter CO2 emission standards. Retrieved April 27, 2026, from https://www.consilium.europa.eu/en/press/press-releases/2024/05/13/heavy-duty-vehicles-council-signs-off-on-stricter-co2-emission-standards/
Oliva, R., & Kallenberg, R. (2003). Managing the transition from products to services. International Journal of Service Industry Management, 14(2), 160-172. https://doi.org/10.1108/09564230310474138
Baines, T. S., Lightfoot, H. W., Benedettini, O., & Kay, J. M. (2009). The servitization of manufacturing: A review of literature and reflection on future challenges. Journal of Manufacturing Technology Management, 20(5), 547-567. https://doi.org/10.1108/17410380910960984
Gebauer, H., Gustafsson, A., & Witell, L. (2011). Competitive advantage through service differentiation by manufacturing companies. Journal of Business Research, 64(12), 1270-1280. https://doi.org/10.1016/j.jbusres.2011.01.015
Raddats, C., Kowalkowski, C., Benedettini, O., Burton, J., & Gebauer, H. (2019). Servitization: A contemporary thematic review of four major research streams. Industrial Marketing Management, 83, 207-223. https://doi.org/10.1016/j.indmarman.2019.03.015
Kohtamäki, M., Parida, V., Oghazi, P., Gebauer, H., & Baines, T. (2019). Digital servitization business models in ecosystems: A theory of the firm. Journal of Business Research, 104, 380-392. https://doi.org/10.1016/j.jbusres.2019.06.027
Paiola, M., & Gebauer, H. (2020). Internet of things technologies, digital servitization and business model innovation in BtoB manufacturing firms. Industrial Marketing Management, 89, 245-264. https://doi.org/10.1016/j.indmarman.2020.03.009
Kolagar, M., Parida, V., & Sjödin, D. (2022). Ecosystem transformation for digital servitization: A systematic review, integrative framework, and future research agenda. Journal of Business Research, 146, 176-200. https://doi.org/10.1016/j.jbusres.2022.03.067
Xing, Y., Liu, Y., & Davies, P. (2023). Servitization innovation: A systematic review, integrative framework, and future research directions. Technovation, 122, 102641. https://doi.org/10.1016/j.technovation.2022.102641
Iriarte, I., Hoveskog, M., Nguyen Ngoc, H., Legarda, I., Uranga, M., Nazabal, M., & Atxa, A. (2023). Service design for digital servitization: Facilitating manufacturers' advanced services value proposition design in the context of Industry 4.0. Industrial Marketing Management, 110, 96-116. https://doi.org/10.1016/j.indmarman.2023.02.015
Minaya, P. E., Avella, L., & Trespalacios, J. A. (2024). Synthesizing three decades of digital servitization: A systematic literature review and conceptual framework proposal. Service Business, 18, 193-222. https://doi.org/10.1007/s11628-024-00559-x
Liu, B., Li, Z., & Fu, Y. (2024). Financial performance response of manufacturers to servitization: Curvilinear relationship mediated by service business focus and moderated by digital technology application. Journal of Service Theory and Practice, 34(4), 571-597. https://doi.org/10.1108/JSTP-07-2023-0200
Durugbo, C. M. (2020). After-sales services and aftermarket support: A systematic review, theory and future research directions. International Journal of Production Research, 58(6), 1857-1892. https://doi.org/10.1080/00207543.2019.1693655
Saccani, N., Songini, L., & Gaiardelli, P. (2006). The role and performance measurement of after-sales in the durable consumer goods industries: An empirical study. International Journal of Productivity and Performance Management, 55(3/4), 259-283. https://doi.org/10.1108/17410400610653228
Sellitto, M. A. (2021). The after-sales strategy of an industrial equipment manufacturer: Evaluation and control. International Journal of Quality & Reliability Management, 38(7), 1593-1613. https://doi.org/10.1108/IJQRM-11-2019-0339
Gebauer, H., Glaa, B., Witell, L., & Perks, H. (2025). Key adjustments to service offerings to accommodate product innovations: The case of electric vehicles. Industrial Marketing Management, 128, 71-87. https://doi.org/10.1016/j.indmarman.2025.05.001
Mercedes-Benz Trucks. (n.d.). Mercedes-Benz Trucks Uptime. Retrieved April 27, 2026, from https://www.mercedes-benz-trucks.com/int/en/business-and-services/digital-services/mercedes-benz-trucks-uptime.html
Daimler Truck. (2024). Daimler Truck bundles e-infrastructure and charging services in Europe under new TruckCharge brand. Retrieved April 27, 2026, from https://www.daimlertruck.com/en/newsroom/pressrelease/daimler-truck-bundles-e-infrastructure-and-charging-services-in-europe-under-new-truckcharge-brand-52729969
Volvo Group. (2020). Volvo Gold Contract Service Offering Standard with the New Volvo VNR Electric Model. Retrieved April 27, 2026, from https://www.volvogroup.com/en/news-and-media/news/2020/dec/volvo-gold-contract-service-offering.html
Scania Group. (n.d.). Services 360 Pro. Retrieved April 27, 2026, from https://www.scania.com/group/en/home/products-and-services/services/services-360/pro.html
DAF Trucks N.V. (n.d.). DAF MultiSupport Service Contracts. Retrieved April 27, 2026, from https://www.daf.com/en/products-and-services/daf-services/repair-and-maintenance
IVECO. (n.d.). IVECO Services. Your must-have portfolio of products and services. Retrieved April 27, 2026, from https://www.iveco.com/-/media/IVECOdotcom/Content/Services/services.pdf
Авторське право (c) 2026 Сергій Замула
Ця робота ліцензується відповідно до Creative Commons Attribution 4.0 International License.
