WORKSHOP "PRODUCTS AND SERVICES"

WORKSHOP "PRODUCTS AND SERVICES"

ELIANA OSORIO GAVIRIA

JULIO 2020

SERVICIO NACIONAL DE APRENDIZAJE-SENA

CENTRO PARA LA INDUSTRIA DE LA COMUNICACIÓN GRÁFICA- CENIGRAF

NEGOCIOS INTERNACIONALES

FICHA 2104839
WORKSHOP "PRODUCTS AND SERVICES"

INTRODUCTION

A single market for global advantage a modernized single market can put Europe one step

ahead of its global competitors by more quickly removing barriers to cross-border exchanges

of products and services. But to meet the demands of the new economy, the single market

must be more dynamic and agile, shift focus from producer to consumer, and drive disruptive

innovation.

The foundations of the modern economy. First, the digital revolution dramatically increases

the reach, flexibility and agility of companies, large and small, creating new economic actors,

such as "micro-multinationals": technology-intensive companies that are born around the

world.

International competition draws millions of new workers and consumers to what is

increasingly a "race to the top," rather than a "race to the bottom," with countries becoming

champions. Of innovation, engineering ingenuity and skill acquisition.

Third, cultural and structural trends change the nature of socio-economic interactions by

transforming people's aspirations and modifications, such as the expectation of instant

gratification offered by one-click services or the perfect interoperability between products

and electronic devices.

WORKSHOP "PRODUCTS AND SERVICES"

FIND THE MAIN IDEA OF PARAGRAPHS 1, 2, 9, 10, 11 AND 12, AND WRITE

THEM IN A PARAGRAPH

PARAGRAPH ONE

Three factors combine to reshape the foundations of the modern economy. First, the digital

revolution dramatically augments the reach, flexibility and agility of companies, big and

small, creating new economic actors, such as ‘micro-multinationals’: technology-intensive

companies that are born global. Second, international competition draws millions of new

workers and consumers into what is increasingly a ‘race to the top’, rather than a ‘race to the

bottom’, with emerging countries becoming champions of innovation, engineering ingenuity

and skills acquisition. Third, cultural and structural trends change the nature of socio-

economic interactions by transforming people’s aspirations and preferences, such as the

expectation of instant gratification offered by one-click services or the seamless

interoperability between products and electronic devices.

PARAGRAPH TWO

BLURRING LINES BETWEEN PRODUCTS AND SERVICES

A pronounced distinction between product and service markets is fictitious: value creation

and innovation increasingly take place at their intersection. Business-related services are

often decisive in making products attractive to the consumer and they generate most of the

value added in growth and employment.

WORKSHOP "PRODUCTS AND SERVICES"

PARAGRAPH NINE

THE DIGITAL CAR

Cars have become computers on wheels. Software is revolutionising the car industry, until

recently one of the most traditional and hierarchically organized industries in the world. For

example, Tesla – a company founded as recently as 2003 – has shown that there is no reason

why a technology company cannot become a car company, with the design coming from

California, modules being delivered by suppliers from around the world and the final product

being put together in contract factories. Electronics and automation have become key

components of the assembly line.

PARAGRAPH TEN

COMPETITION IN THE HIGHER VALUE-ADDED SEGMENT

In spite of the slowdown of growth in emerging markets, the next decades are likely to be

marked by a continued convergence process. As emerging countries move up the value chain,

they increasingly rival producers and service suppliers from advanced economies. Instead of

developing powerful industrial sectors locally, they can now leapfrog more advanced

economies by adopting the latest technologies and sourcing products and services globally.

As a result, OECD countries’ share in world manufacturing dropped from 82% in 1990 to

56% in 2013 (Figure 3, p. 4).

Tellingly, China’s 12th Five-Year Plan for 2011-2015 explicitly shifts the focus to R&D and

high-end manufacturing and services. This means that China and Europe will increasingly

compete in the same markets, such as clean energy, aerospace, telecom equipment or
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broadband networks. Studies have shown that the complementarity of European and Chinese

export offers has dropped from 85% in 2000 to 65% in 2010, which means that 35% of

exports tended to overlap, compared to only 15% ten years earlier.5 Intensifying global

competition means that competitive advantages are more fluid than they used to be, requiring

dynamic approaches to competitiveness and productivity.

PARAGRAPH ELEVEN

BEHAVIOURAL AND STRUCTURAL CHANGE

The rationale of the emerging new economy is greatly influenced by ongoing cultural and

structural shifts, some of which are induced by technology, while others result from broader

societal trends. Their effect is profound, from the changing nature of work and its growing

fluidity to the emergence of a sharing economy. In particular, the consumer and user

perspectives – already central to current economic relations – will become dominant even in

business-to-business transactions.

Products are increasingly tailored to individual consumers’ needs and desires through

processes such as ‘additive manufacturing’. Consumers will move from being objects of

economic exchanges to active agents. This trend is already underway, as exemplified by the

growing importance of ‘prosumers’. To illustrate, the energy system is shifting from a

centralised, supplyside approach to a demand-oriented model. New digital products and

technologies are progressively modernising the energy system by easing the way for a novel

nexus between production, transportation, distribution and consumption. Increasingly, energy

will become a service and not just a supplied commodity, providing new opportunities for
WORKSHOP "PRODUCTS AND SERVICES"

energy service providers and aggregators, and giving life to new digital products, such as

smart meters. These developments will transform the business model of energy utilities,

bringing new, innovative and disruptive companies to the fore.

These three factors – digitization, globalization and socio-cultural transformations combine

to produce a more versatile, creative and interactive economy where value increasingly lies

in the interoperability between products and services. Combining products and services has

become the new normal as design, marketing, insurance and after-sale servicing are

inseparable parts of the offering that the consumer demands and expects. As a result,

manufacturing firms have incorporated strong service components into the way they operate

while services firms have sought to benefit from economies of scale, traditionally more

characteristic of the manufacturing world. Business models that contribute to the integration

of products and services are increasingly crucial for competitiveness and productivity.

PARAGRAPH TWELVE

FROM STATIC TO INTERACTIVE

The fusion of product and service markets will continue to have a profound impact. The

world economy will move from static products and services to smart and interactive ones.

This means that new ways need to be explored with respect to the design and labelling of

products. Products are becoming ‘smarter’, more capable of autonomously addressing and

responding to evolving consumers’ needs.

WORKSHOP "PRODUCTS AND SERVICES"

‘Smart’ coffee machines, for example, have built-in sensors that automatically signal to the

local brand store the need for repair. The user therefore does not only purchase a product a

coffee machine – but also a service, the promise of maintenance whenever necessary.

WRITE A SUMMARY OF TEN LINES FROM THE TEXT

The modern economy is having substantial changes in many aspects, digital evolution has

drastically increased the scope, flexibility and agility of small and large companies.

Technology is transforming the way we interact and communicate by putting new skills at

hand for each situation.

The products and services in the market must be attractive for the consumer and generate the

majority of the added value in growth and employment. New technologies allow the creation

of different tools, through innovation it is now possible to mangle mobile phones from a

computer. Technology plays an important role in the development of small and large

companies in the future.

CHOOSE A PARAGRAPH AND TRANSLATE IT WITH YOUR OWN WORDS

Three factors combine to reshape the foundations of the modern economy. First, the digital

revolution dramatically augments the reach, flexibility and agility of companies, big and

small, creating new economic actors, such as ‘micro-multinationals’: technology-intensive

companies that are born global. Second, international competition draws millions of new

workers and consumers into what is increasingly a ‘race to the top’, rather than a ‘race to the

bottom’, with emerging countries becoming champions of innovation, engineering ingenuity

WORKSHOP "PRODUCTS AND SERVICES"

and skills acquisition. Third, cultural and structural trends change the nature of socio-

economic interactions by transforming people’s aspirations and preferences, such as the

expectation of instant gratification offered by one-click services or the seamless

interoperability between products and electronic devices.

Tres factores se combinan para remodelar los cimientos de la economía moderna. En primer

lugar, la revolución digital aumenta drásticamente el alcance, la flexibilidad y la agilidad de

las empresas, grandes y pequeñas, creando nuevos actores económicos, como las

“microempresas multinacionales”: empresas intensivas en tecnología que nacen globales.

En segundo lugar, la competencia internacional atrae a millones de nuevos trabajadores y

consumidores a lo que cada vez es más una “carrera hacia la cima” que una “carrera hacia

abajo”, y los países emergentes se convierten en campeones de la innovación, el ingenio

ingenieril y la adquisición de habilidades. En tercer lugar, las tendencias culturales y

estructurales cambian la naturaleza de las interacciones socioeconómicas al transformar  las

aspiraciones y preferencias de las personas, como la expectativa de gratificación instantánea

ofrecida por los servicios de un solo clic o la interoperabilidad perfecta entre productos y

dispositivos electrónicos.
WORKSHOP "PRODUCTS AND SERVICES"

CHOOSE TEN WORDS FROM THE TEXT AND ORGANIZE THEM

ALPHABETICALLY. LOOK FOR THE MEANING OF EACH WORD:

 ✓CONSUMERS: Consumidores.

 ✓DRAMATICALLY: Dramáticamente.

 ✓EMERGING: Emergentes.

 ✓INTEROPEBILITY: Interoperabilidad.

 ✓OFFERED: Ofrecido.

 ✓SUCH: Tal.

 ✓SEAMLESS: Sin costura.

 ✓TRENDS: Tendencias

 ✓THE REACH: El alcance

 ✓RATHER: Más bien

a Client E Things created by projects.

A series of tasks to be done in a specified
b Solution D
sequence.
c Engagement A A customer.
Products and services that solve a client’s
d Project B
problem.
e Deliverable C An agreement between client-service provider.