Casquinho, ConstançaLancha, Cláudia Alexandre Santana2026-04-282026-04-282026-01-222026-01-22http://hdl.handle.net/10362/202620In the context of Smart cities, Schréder, a Belgian provider of outdoor lighting, is shifting from product-based sales to service-oriented solutions. This consulting project examines how its European sales force should evolve to support that ambition, focusing on Schréder's Smart services. Combining literature review, external and internal analyses, benchmarking, and stakeholder interviews, the study diagnoses organizational and capability gaps and designs targeted initiatives. It proposes an integrated set of recommendations across culture and strategic alignment, employee development, organizational structure and performance management, and outlines a five-year roadmap to guide Schréder’s transition towards a Smartservice-oriented commercial model.engStrategy consultingChange managementMindset transformationEuropeSmart street lighting servicesSmart citiesServitizationmaster thesis204238692