<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392023000100002</article-id>
<article-id pub-id-type="doi">10.12804/revistas.urosario.edu.co/empresa/a.12033</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Servitización en la práctica: investigación sobre la transición de modelos de negocio centrados en productos a modelos centrados en servicios en empresas manufactureras]]></article-title>
<article-title xml:lang="en"><![CDATA[Servitization in Practice: A Research on the Transition from Product-Centered to Service-Centered Business Models in Manufacturing Firms]]></article-title>
<article-title xml:lang="pt"><![CDATA[Servitização na prática: pesquisa sobre a transição de modelos de negócio centrados em produtos para modelos centrados em serviços em empresas manufatureiras]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duque Tobón]]></surname>
<given-names><![CDATA[Carolina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez Zuluaga]]></surname>
<given-names><![CDATA[Mateo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bejarano Botero]]></surname>
<given-names><![CDATA[Luis Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía-Gil]]></surname>
<given-names><![CDATA[María Claudia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Escobar Serna]]></surname>
<given-names><![CDATA[Diandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Envigado ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Envigado ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Envigado ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[Envigado ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>25</volume>
<numero>44</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392023000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392023000100002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392023000100002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La servitización o infusión de servicios en las propuestas de valor, se ha convertido en una estrategia competitiva implementada en varios paises, incluyendo a Colombia y nuestra región. Es un fenómeno que ha despertado interés en la comunidad empresarial, por eso, esta investigación busca contribuir -con el conocimiento y manejo de la estrategia- a las empresas que estén evaluando o que ya están inmersas en procesos de servitización, mediante la descripción del proceso de implementación de esta estrategia en empresas del Área Metropolitana del Valle de Aburrá. Se usó una metodología cualitativa por medio de entrevistas, las cuales se realizaron a 13 directivos de empresas manufactureras con tipología de cliente B2B. Los hallazgos revelaron que las empresas se acercan a la servitización por razones similares, aunque hay disparidad en la manera en que se ha implementado. También se evidenciaron los retos empresariales que este modelo acarrea.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The implementation of servitization, or the infusion of services into value propositions, has emerged as a competitive strategy across various countries, including Colombia and its region. This phenomenon has generated considerable interest in the business community. As a result, this research aims to contribute to companies evaluating or implementing servitization processes by describing its implementation process in companies from the Aburrá Valley Metropolitan Area. We used a qualitative methodology and conducted interviews with 13 managers of manufacturing companies that cater to B2B clients. Our findings indicate that companies approach servitization for similar reasons, but there is a disparity in its implementation. Furthermore, our research highlights the business challenges that this model entails.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A servitização ou infusão de serviços em propostas de valor, tornou-se uma estratégia competitiva que foi implementada em vários países, incluindo a Colômbia e nossa região. Esse fenômeno tem despertado interesse no meio empresarial, e por isso, por meio desta pesquisa buscamos contribuir -com o conhecimento e gestão da estratégia- para empresas que estão avaliando ou que já estão imersas em processos de servitização, descrevendo o processo de implementação em empresas da Área Metropolitana do Valle de Aburrá. O estudo utiliza uma metodologia qualitativa por meio de entrevistas, que foram realizadas com 13 gerentes de empresas de manufatura com tipo de cliente b2b. Os resultados revelaram que as empresas abordam a servitização por motivos semelhantes, embora haja disparidade na forma como ela foi implementada. Também ficaram evidentes os desafios empresariais que implica a aplicação deste modelo.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[lógica dominante de servicio]]></kwd>
<kwd lng="es"><![CDATA[servicio]]></kwd>
<kwd lng="es"><![CDATA[servitización]]></kwd>
<kwd lng="es"><![CDATA[empresas manufactureras]]></kwd>
<kwd lng="en"><![CDATA[Service dominant logic]]></kwd>
<kwd lng="en"><![CDATA[service]]></kwd>
<kwd lng="en"><![CDATA[servitization]]></kwd>
<kwd lng="en"><![CDATA[manufacturing companies]]></kwd>
<kwd lng="pt"><![CDATA[lógica dominante de serviço]]></kwd>
<kwd lng="pt"><![CDATA[serviço]]></kwd>
<kwd lng="pt"><![CDATA[servitização]]></kwd>
<kwd lng="pt"><![CDATA[empresas manufatureiras]]></kwd>
</kwd-group>
</article-meta>
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