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Building climate-neutral ships in environmentally sustainable shipyards represents a strategic objective for the maritime industry to fulfil its obligations of social, economic, and environmental responsibility. This goal is particularly crucial for cruise ships, given their notorious association with various deleterious environmental impacts. As the fastest-growing segment of global tourism, the cruise shipbuilding is under pressure to meet the escalating expectations of existing and emerging generations of cruise tourists. Additionally, it serves as a significant regional employer and a driver of technological innovation within the maritime sector. To cope with these demands, the industry is exploring new avenues to enhance the overall innovative capacity of its ecosystem. This paper contributes to the advancement of the conceptual framework of the Green Transition Lab (GTL) - a form of living lab operating within the context of shipbuilding. GTL is a form of open innovation networks, arena for transition towards a greener, sustainable future. [ABSTRACT FROM AUTHOR]

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]