Output details

Transitioning from a goods-dominant to a service-dominant logic: Visualising the value proposition of Rolls-Royce

This paper proposes a redefinition of requirements, resources and activities from an S-D logic perspective, uncovering 11 generic attributes of service in equipment-based service. It arose from a project funded by ESRC/AIM Services Fellowship and matched £86k funding by Rolls Royce. A further £100k was secured to develop an algorithm from the study to produce a software prototype AXIOS-D for requirements capture for use by Rolls Royce to improve their service capability. The prototype is now on 1-year commercial trial by Rolls Royce. RR senior industrialist: Steve Marlowe, Head of Services Research & Capability steve.marlowe@rolls-royce.com.