Exploring market orientation and service innovation strategy of manufacturing industry: A case study of PCC in Taiwan

Past studies on service innovation in the manufacturing industry mainly focused on industrial transformation, business strategy, and servitization models. This paper presents a case study of PCC, a representative manufacturer in Taiwan. We gathered secondary data for the decade from 2004 to 2013, and then determined and coded service innovation events during the period. Horizontal and vertical market segments were examined together with service innovation matrices to identify different service innovation strategies. We then conducted in-depth interviews with experts based on analysis results to establish the content and meaning of service innovation. Five service innovation strategies were identified: 1. Lean OEM service; 2. One-stop shopping service; 3. Multi-brand channel service; 4. High-tech alliance; 5. TDS system service.