Hybrid offering configuration in servitization of manufacturing

In the last decade, manufacturers tended to bundle a basic product with its related services as a hybrid offering in the context of servitization of manufacturing, which aimed to solve customer problems and achieve sustainable competitive advantage. To satisfy the matching preferences and maximize the utility of both manufacturer and customer, an effective approach to hybrid offering configuration is necessary. Firstly, on the basis of the theory of stable matchings and triangular fuzzy number, the matching relationship between product-derived component and service modules integrated into hybrid offerings are analyzed. Then, a multi-objective programming model is built to select an optimal hybrid offering scheme. Finally, an elevator company is selected for the case study to validate the proposed approach. The results show that hybrid offering configuration is the process of two-sided matching between product and service modules, and different functional attributes of modules can be matched according to the preferences of manufacturer and customer, so as to realize the value co-creation of them.