The Role of SOIs for the Development of PSS
Pawar et al. (2009) highlighted the importance of simultaneously designing the product, service, and organization in order to successfully establish a PSS. Our case study underlines this finding by illustrating a rather different product design of OSRAM: by integrating batteries and recharging stations, OSRAM designed its offering different to its traditional products of mere selling of bulbs. The product itself was adapted to fit in the newly developed PSS. This notion emphasizes the interdependencies of the technological and PSS levels of innovation. Hence, when advancing to the layer of PSS, companies have to review their product innovations and may design them differently (Pawar et al., 2009).
Figure 1. Simultaneous innovation at the technological level and PSS (or functional) level