Identify and categorize the challenges of strategic product-oriented to service-centric movement in manufacturing companies

Today, manufacturing companies are trying to redefine their strategic position with customers by using integrated service-product-combination solutions to enjoy the benefits of providing product lifetime services. The purpose of this study is to introduce the phenomenon of service-oriented and provide a way to identify and categorize the challenges of adopting a service-oriented strategy in the heavy equipment industry. Semi-structured interviews with 13 industry experts were used to collect data and content analysis method was used to analyze the data and extract the results. Given the ignorance of the service-oriented process in domestic companies and the need to create a rich source of knowledge, a structured study of the theoretical foundations of the research was conducted and using the theme analysis method, a basic structure of challenges consisting of 373 key points, 41 Sub-themes and 9 main themes were created, which were used in the interview and analysis of the results. The results of the interviews represent a pattern with 262 key points, 44 sub-themes and 10 main themes of service-oriented development challenges in the manufacturing industry. The main challenges include: service culture, customer management, types of products-services available, value, contracts, service delivery system, supply network, risk management and changes in the economic environment.