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Subject: SERVITIZATION: Overcoming the challenges of industrial service business
Date: 24 November 2021
Schedule: 16.00 - 17.30
Location: webinar

Learn with practitioners and academicians how to develop a successful service business in manufacturing



  • A new episode of the “servitization stories” by the ASAP Service Management Forum illustrates the roadmap of GF Machining Solutions to boost its worldwide service business
  • The development path of GF is discussed in the light of the challenges to be faced in servitization, as described in the newly published book “Modern Industrial Services – A Cookbook for Design, Delivery, and Management” by Shaun West, Paolo Gaiardelli and Nicola Saccani, professors form the University of Lucerne (CH), Bergamo and Brescia (ITA)
  • The event is organized in collaboration with AFSMI-German Chapter
  • The webinar addresses the top management, service management, marketing innovation and digital transformation role of companies – medium, large and small – that are undertaking paths of servitization or want to understand more, but also to the professional, scientific and student communities interested in the servitization domain


  • Antonio Faccio, GF machining solutions – Corporate Head of the Customer Services Business Unit
  • Paolo Gaiardelli, ASAP Service Management Forum and University of Bergamo – Associate Professor
  • Shaun West, Lucerne University for Applied Sciences – Professor
  • Manfred Botschek, AFSMI German Chapter – Vice President
  • Nicola Saccani, ASAP Service Management Forum and University of Brescia – Associate Professor

Servitization consists of extending the product offering through the provision of advanced services, not only in support of the product but also of customers and their processes, up to developing new business model: no longer selling products, but offering “functionalities” or “solutions” to customer problems in “as-a-service” mode. This path is facilitated and accelerated by the digitization of products and processes. But this transformation also entails complexities and challenges at the strategic, cultural, organizational and operational levels. Challenges that risk slowing down or blocking the path, especially for medium and small companies, which have fewer resources to deal with it than the large multinationals often mentioned in scientific and managerial literature.

The ASAP Service Management Forum, thanks to the collaboration with hundreds of companies and practitioner associations such as AFSMI German and Italian chapters, and to the relationships with the international scientific community, has analyzed these challenges and the way to face them and win them, starting from a strategic roadmapping.

In this webinar we will learn about the experience and development path undertaken by GF Machining Solutions, a division of the Georg Fischer multinational group. Founded in 1802, GF is headquartered in Switzerland and is present in 34 countries, employing more than 140000 people

The analysis of the servitization challenges in the webinar will be based on the newly published book “MODERN INDUSTRIAL SERVICES – A Cookbook for Design, Delivery, and Management” by Shaun West,  Paolo Gaiardelli and Nicola Saccani,. This open access book is an outcome of several years of research, practice, and teaching experience of the authors on the challenges that underpin the successful switch to services for manufacturing firms. Ideal for a student as well as a practitioner, the book describes the industrial services ecosystem, the barriers and challenges, and a roadmap for building service excellence. Curated cases are used to describe the current approaches in practice to overcome the barriers. The book also provides several tools, each with a short introduction, that the authors have used successfully in projects to help overcome the servitization barriers.

Day's program: