Stages in transforming product- to service-oriented business models
10-Dec-2018 12:00:00 AM
|Title:||Stages in transforming product- to service-oriented business models|
|Research group:||Velferd, innovasjon og politikk (Innovation and Industry)|
|Published by:||Ispim / IRIS, https://www.researchgate.net/publication/328963894_Stages_in_transforming_product-_to_service-oriented_business_models|
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.