In today’s highly competitive, global marketplace, companies of all sizes look for ways to develop differentiation and a competitive advantage in order to get more customers. Some companies create differentiation through patented products and intellectual property protections. Others use product innovation to create disparity in the marketplace. For many companies, the best way to create and keep customers, will be in their ability to offer value-added services to complement their product offering.
Join us as Stephen W. Brown, the Emeritus Edward M. Carson Chair and Professor of Marketing with the W. P. Carey School of Business, Arizona State University and Distinguished Faculty with the Center for Services Leadership, reviews the outcomes of a major study sponsored by ASU’s Center for Services Leadership about five Global 100 product-dominant corporations seeking to achieve distinction in their respective markets by developing and providing services to complement their product mix. Specific discussion topics include:
- What product-dominant companies need to change internally to grow monetized services
- Key success factors for growing services in support of customers
- References from the novel “Service Infusion Continuum” developed from the ASU study
- Mini-case studies of successful services initiatives.
We’ll also hear from Stephen Church, Senior Vice President, Avnet, Inc. who will talk about his company’s experience evolving it’s service-based model.
Stephen W. Brown, Ph.D. – Emeritus Edward M. Carson Chair and Professor of Marketing and Distinguished Faculty, Center for Services Leadership; W. P. Carey School of Business – Arizona State University
Stephen W. Brown is the Emeritus Edward M. Carson Chair and Professor of Marketing with the W. P. Carey School of Business, Arizona State University. He currently is a Distinguished Faculty with the Center for Services Leadership. From its founding in 1985 until May 2011, he served as the CSL’s executive director. He is also a former national president of the American Marketing Association.
Professor Brown has co-authored and co-edited 23 books and over 100 articles. Much of his research and writing focuses on the science of service and the topics of strategic services marketing, service excellence and recovering from service failures. Currently, he’s devoting major research, executive teaching and consulting to the area of service infusion or growing service revenues in product-dominant companies.
Dr. Brown has been identified as one of the ten most frequent contributors to the English-language services marketing literature in the world. He’s been awarded honorary doctoral degrees from the HANKEN School of Economics in Finland and from Karlstad University in Sweden. He is the recipient of the Career Contributions to Services Marketing Award from the American Marketing Association and the Educator of the Year Award from the Association for Service Management International. He serves as a speaker and seminar leader for conferences and business meetings around the world.
Dr. Brown has co-founded three companies, and he serves on the boards of directors of several companies and a nonprofit organization.
Steve Church – Senior Vice President, Avnet, Inc.
In August 2010 Steve Church was named executive leader of the Avnet Logistics Services business unit, later rebranded as Avnet Integrated Resources. Mr. Church is charged with growing this reverse logistics business organically and through strategic acquisitions. Economic, environmental and technological issues have created new global opportunities for repair or refurbishment of end-user goods, and for recapture of base and rare earth materials, and plastics. Avnet Integrated Resources’ mission is to provide these lifecycle management services to benefit industrial customers, consumers and the earth.
Additionally, Mr. Church is responsible for Avnet’s global customer engagement program, corporate business development and innovation.
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