Service Infusion

Beyond Products - Transforming Through Service


For an increasing number of companies, an excellent product no longer guarantees business success. The global marketplace has become a highly competitive one where new sources of income and growth have become a matter of necessity, as well as survival, for traditionally product-focused businesses. Many of those organizations are shifting their focus from selling products to building and establishing customer relationships and providing service solutions. But the question remains, how does an organization successfully navigate a large-scale transition from products to services and what are the success factors?

To date, there has been little research on companies' successful move from products to services. Yet, the groundswell of businesses moving in this direction is stimulating faculty interest, activity, and contributions to this emerging area. Questions being addressed include: What are the challenges to growing services in a product-dominant firm? What are the key success factors? What internal changes within companies enhance the likelihood of service infusion success and transformation?

The CSL's Expertise and Interest

The CSL and its faculty network leaders have expertise in the area of transforming product-focused organizations to services-led growth. To build on this base, the CSL and its faculty are committed to advancing this emerging knowledge area by working hand in hand with industry leaders. This includes but it not limited to conducting cutting-edge research, developing case studies, conducting product to services workshops for companies, and participating in leading academic and business conferences. If you are interested in discussing opportunities,contact the CSL at 480-965-6201 or

CSL Faculty Network Leaders

This emerging knowledge is being led by:

Dr. Mary Jo Bitner PetSmart Chair in Services Leadership
Professor and Executive Director
Center for Services Leadership
W. P. Carey School of Business
Arizona State University
CSL Research Faculty

Dr. Stephen W. Brown Emeritus Edward M. Carson Chair
Professor of Marketing and Distinguished Faculty
Center for Services Leadership
W. P. Carey School of Business
Arizona State University
CSL Research Faculty

Dr. Anders Gustafsson
Professor of Business Administration
Faculty of Economic Sciences Communication and IT
W. P. Carey School of Business
CSL Global Faculty

Dr. Wolfgang Ulaga
Electricité de France (EDF)
Chair of Business -to- Business Marketing
Associate Professor of Marketing
HEC School of Management
CSL Research Faculty

Dr. Valarie Zeithaml
David S. Van Pelt Family Distinguished Professor of Marketing
Kenan-Flagler Business School
University of North Carolina at Chapel Hill
CSL Distinguished Faculty