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This empirical paper assesses the micro-level of servitization processes. A current stream of servitization research have emerged and provide conceptual frameworks for understanding the macro-level servitization journey as a stepwise process. Extant servitization research delves into the content of these transformations, unravelling the change processes. Our study seeks to reveal what goes on at the micro-level, and between the macro-stages. Drawing insights from qualitative data gathered in five manufacturing firms serving the Norwegian energy and maritime sector, we find that the servitization transition is characterized by diverse processes, blending top-down, bottom-up, and external unpredicted events. Endogenous factors like strategy and organizational culture, along with exogenous factors such as market characteristics, are found to impact the servitization processes. This research sheds light on the nuanced dynamics of servitization processes, enhancing our understanding of the activities happening between the macro-stages of the servitization journey. By exploring servitization processes empirically, the paper provides a conceptual lens underpinned by classical contributions of the processual perspective on organizational change. The paper also provides guidance to managers of the complex issues of what goes on between the stages in a servitization process at the micro-level. [ABSTRACT FROM AUTHOR]

A stream of servitization research has focused on identifying typologies of product-service system business models. However, their relevance may be questioned in a context with increased utilization of digital technologies. Thus, the purpose of this paper is to empirically revisit existing product-service system business model typologies by raising the following research question: How can business models of servitized manufacturing firms be categorized in the digital era? This question is addressed through a qualitative multiple case study of five servitized firms. Data was collected through semi structured in-depth interviews with a total of 66 key-employees, and through participation in 26 workshops and discussion meetings with the firms. Based on our empirical findings we derived a new product-service system business model typology with 8 different categories presented in a 2x2x2 matrix. [ABSTRACT FROM AUTHOR]

Most research on the management of innovation processes has focused on either new product development or new service development, while the development of new integrated product-service systems has received limited attention. This paper addresses this literature gap by exploring qualitatively how new integrated product-service systems are developed in five firms. The findings demonstrated that there is not one specific process that is implemented and used in all new product-service system development initiatives. Instead the characteristics and the management of the new product-service system development processes were found to be contingent upon both the type of services (smart digital services vs. traditional services) and the business model (product-oriented services vs. result-oriented services). These findings provide considerable guidance to managers searching for ways to manage the processes of developing new product-service systems. Further research is needed to verify if the same contingencies are found in other types of organizations. [ABSTRACT FROM AUTHOR]

This empirical paper assesses the change process of transforming business models from product- to service oriented. In particular, we investigate the role of management in the development and implementation of a servitization strategy. Extant research suggest that this process can be understood as either top-down or bottom-up driven. Our study reveals that servitization is achieved through very heterogenous processes, but these processes are often a complex combination of top-down, bottom-up and external serendipitous initiatives. Our findings also indicate that both internal contingency factors such as strategy, firm size and organizational culture, as well as external contingency factors such as the market characteristics, affect the characteristics of the change processes. The study is based on qualitative data collected in five manufacturing firms catering to the Norwegian energy and maritime sector. The phenomenon should be further explored also in other sectors. [ABSTRACT FROM AUTHOR]

The transition from product- to service-oriented business models is very challenging due to the fact that companies need to develop new services that are not yet in the marketplace. The literature suggests that the strategy practices behind such pervasive transformation, necessitate the involvement of both suppliers and customers, and are likely to require and benefit of some degree of openness. However, there are different ways such open strategy practices evolve and succeed. This paper explores how contextual factors influence differently open strategy processes for servitization. [ABSTRACT FROM AUTHOR]