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In a marketplace with growing competition, it is mandatory that companies do more for their clients, i.e. that they ultimately deliver more value. For manufacturers in particular, one of the most common actions is the integration of services to the existing products, in order to offer a solution that meets customer needs. Servitization, a term coined to describe this business model, demands an organizational transition, given that providing services is different from manufacturing tangible goods. Despite the arguments for servitization, it is not always successful. The research investigated the organizational effects of servitization in the Brazilian publishing industry, specifically the textbook publishing segment. The focus was on publishers who create, produce and market the books, as well as their relationship with one of their major clients: the private Primary and Secondary Education Schools. Usually seen as manufacturers of a tangible good – the textbook – and historically structured according to the taylorist tradition, these publishers have reformed themselves towards an organization focused on the creation of didactic content and the provision of services to schools and instructors. The present research aimed to describe and explain how organizational changes occurred, due to servitization. A multiple case study was carried out, and empirical evidence was gathered, including the problems and successes on that matter. Results showed evidence of organizational changes due to servitization. Major examples include the introduction of new organizational structures and new human resources policies that enabled a closer relationship with customers and their needs. However there is still work to do, such as facing the challenges of growing digitalization of didactic content, as well as the use of Internet for content distribution and as a means of relationship with customers.

Servitização no mercado brasileiro de livros didáticos: implicações organizacionais para as editoras.