British Airways and GE, for instance, have
spun off their successful business-processoutsourcing
businesses, based in India, as separate
corporations.
Business leaders should be alert to opportunities
for transforming product offerings into services,
because their competitors will undoubtedly be
exploring these avenues. In this disruptive view of
assets, physical and intellectual capital combine to
create platforms for a new array of service offerings.
But innovating in services, where the end
user is an integral part of the system, requires a
mind-set fundamentally different from the one