MODULANDO LA PROPUESTA DE VALOR EN EMPRESAS INDUSTRIALES. EL CASO DE DANOBATGROUP RAILWAYS

Abstract

This paper shows how DanobatGroup Railways, the company specializing in machinery for the railway industry, undertakes the transition to a hybrid value proposition of products and services. DanobatGroup Railways visualizes services associated to machinery as customized solutions that add intangible value to its products. Services appear as a key factor for companies with medium technology level, as goods are becoming commodities within the rise of the service sector. In this context DanobatGroup Railways intends to broaden its value proposition with a special focus on its service component.