Transformational shifts through digital servitization
By Bård Tronvoll, Alexey Sklyar, David Sörhammar, Christian Kowalkowski. Industrial Marketing Management, 2020
342 citations recorded by the source corpus.
Abstract Manufacturers increasingly look to digitalization to drive service growth. However, success is far from guaranteed, and many firms focus too much on technology. Adopting a discovery-oriented, theories-in-use approach, this study examines the strategic organizational shifts that underpin digital servitization. Notwithstanding strong managerial and academic interest, this link between digitalization and servitization is still under-investigated. Depth interviews with senior executives and managers from a global market leader revealed that to achieve digital service-led growth, a firm and its network need to make three interconnected shifts: (1) from planning to discovery, (2) from scarcity to abundance, and (3) from hierarchy to partnership. Organizational identity, dematerialization, and collaboration play a key role in this transformation. For managers, the study identifies a comprehensive set of strategic change initiatives needed to ensure successful digital servitization.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/e89a4a4a1c70e5d400b21b398d226990e9f278b3
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
In Organizational Behavior and Human Resource Management
In Strategy and Management
Citations in the corpus
- Navigating disruptive crises through service-led growth: The impact of COVID-19 on Italian manufacturing firms (2020, neutral): “However, the transformations underpinning the development and implementation of digital offerings are generally long-term processes (e.g., Tronvoll, Sklyar, Sörhammar, & Kowalkowski, 2020) that should have a deliberate impact on the business model of the firm (Paiola & Gebauer, 2020), which is…”
- Digital transformation in business and management research: An overview of the current status quo (2022, background): “…on the dynamics of psychological contracting throughout the organizational change in DT. Adopting a discovery-oriented, theories-in-use approach, Tronvoll, Sklyar, Sorhammar, and Kowalkowski (2020) examined the strategic organizational shifts that underpin manufacturers ’ digital servitization.”