Exploring servitization across time: from past evolution to future innovations
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2025-09-15
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Universidad de Deusto
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This study explores the evolution of servitization, focusing on its transition from product-centric models to service-oriented strategies enabled by digital technologies. Servitization emphasizes value co-creation through services, moving beyond traditional goods-based frameworks. By integrating tools such as Artificial Intelligence (AI), the Internet of Things (IoT), and advanced analytics, firms can improve operational efficiency, customer engagement, and sustainability. Using Organizational Information Processing Theory (OIPT), the research examines AI¿s role in mediating the relationship between Digital Service Innovation (DSI) and business performance, highlighting the use of by-product data to enhance decision-making. Empirical evidence from Spanish manufacturing firms distinguishes between digitally enabled strategies that optimize existing processes and digital-first strategies that embed sustainability into operational design. These approaches demonstrate the potential for addressing challenges such as resource scarcity and emissions reduction while aligning with sustainability objectives. The findings contribute to servitization theory by connecting it to digital transformation and sustainability, offering practical frameworks for integrating ethical and responsible practices. This study provides a foundation for understanding how servitization and digital technologies can work together to improve business performance and support long-term environmental goals. It identifies future research opportunities, including the ethical implications of AI and the broader application of digital frameworks across industries and contexts. By linking historical developments with contemporary innovations, this research outlines how firms can integrate servitization strategies with digital tools to meet evolving performance and sustainability demands.
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Materias
Ciencias Económicas
Organización y dirección de empresas
Organización de la producción
Organización y dirección de empresas
Organización de la producción