Změna strategie firem: přechod od prodeje zboží k prodeji služeb v malých a středních podnicích (B2C)

In the context of the rapid development of servitization, companies have begun integrating service sales elements into their business models, thereby offering higher value through services rather than traditional physical products. This thesis aims to define the theoretical framework of this trend and to design a strategy for transitioning to servitization for a specific enterprise. To achieve this goal, both qualitative and quantitative research methods were utilized. An in-depth interview was conducted with the owner of the selected business and consumer research was carried out using an online questionnaire. The results of the thesis show that integrating services into traditional business models can significantly contribute to increased competitiveness and improved customer experience. The conclusion of the thesis provides generalized recommendations for adapting servitization in the business strategies of small and medium-sized enterprises.