From a product-centric to a customer-centric brand identity through servitization: The case of FOSS, a Danish food safety, and quality solution provider
The purpose of this thesis is to explore the effects on the elements of a company’s brand identity when a firm is moving towards a customer-centric orientation by engaging in the process of servitization. By utilizing a single case study, we aspire to examine how the servitization elements portray the servitization level, as well as which elements of the Corporate Brand Identity Matrix are affecte
