Abstrakt:
Manufacturing companies on the B2B market are nowadays focussing more and more on
servitization. Globally, 38 % of manufacturing companies have already approached it.
Focusing on servitization may be advantageous for manufacturing companies because
the area of services is more profitable than the area of products, and it provides more
opportunities for growth. Services are also becoming a tool-facilitating sale of products,
increasing the customer loyalty, and allowing companies to respond to the growing
customer demands. In addition, for chemical companies in the Czech Republic,
servitization represents a new opportunity of how to generate a competitive advantage;
particularly, towards competitors from the South-East Asia region. Therefore, this
paper first aims to assess, based on the literature search, the possibilities and concepts
of new service-oriented business models in the chemical industry. Then, based on a case
study, it is going to demonstrate the current servitization concept applied by a selected
chemical company, perception of its importance, and potential for the future by the sales
department staff.
