Exploring digital servitization trajectories within product–service–software space

This study outlines diverse avenues that manufacturers can pursue when embarking on digital servitization (DS) endeavors. Building on the DS and modularity literature, the research maps out the strategic trajectories of product–service–software (PSSw) configurations. Employing the inductive theory-building approach, the study collected empirical data through a workshop with focus groups of 15 servitization manufacturers, an on-site workshop (in-depth case study), semi-structured interviews, observations, and an archival data study.

The DS trajectories exhibit idiosyncrasies and depend on the design architectures of PSSw modules, necessitating a balancing act between standardization and innovation. The adoption of software systems is contingent on the digital ecosystem's industry-specific maturity level. Decomposition and integration of PSSw modules facilitate DS transition through business model modularity, and the study presents seven testable propositions.

The Digital Servitization Cube (see Figure 1) serves as a conceptual framework for manufacturers to systematically map and categorize their present and future PSSw strategies. It bridges the cross-disciplinary theoretical discussion in DS and provides a comprehensive approach for manufacturers seeking to implement DS into their business models.

Figure 1: Digital Servitization Cube

See more at: Hsuan, J., Jovanovic, M., & Clemente, D. H. (2021). Exploring digital servitization trajectories within product–service–software space. International Journal of Operations & Production Management. https://www.emerald.com/insight/content/doi/10.1108/IJOPM-08-2020-0525/full/html