TY - JOUR
T1 - Towards a multi-level servitization framework
T2 - Conceptualizing ambivalence in manufacturing firms
AU - Lenka, Sambit
AU - Parida, Vinit
AU - Sjödin, David Rönnberg
AU - Wincent, Joakim
PY - 2018
Y1 - 2018
N2 - PurposeThe dominant-view within servitization literature presupposes a progressive transition from product to service orientation. In reality, however, many manufacturing firms maintain both product and service orientations throughout their servitization journey. Using the theoretical lens of organizational ambivalence, the purpose of this paper is to explore the triggers, manifestation and consequences of these conflicting orientations.Design/methodology/approachA multiple case study method was used to analyze five large manufacturing firms that were engaged in servitization. Semi-structured interviews were conducted with 35 respondents across different functions within these firms.FindingsServitizing firms experience organizational ambivalence during servitization because of co-existing product and service orientations. This paper provides a framework that identifies the triggers of this ambivalence, its multi-level manifestation and its consequences. These provide implications for explaining why firms struggle to implement servitization strategies due to co-existing product and services orientations. Understanding organizational ambivalence, provides opportunity to manage related challenges and can be vital to successful servitization.Originality/valueConsidering the theoretical concept of ambivalence could advance the understanding of the effects and implications of conflicting orientations during servitization in manufacturing firms.
AB - PurposeThe dominant-view within servitization literature presupposes a progressive transition from product to service orientation. In reality, however, many manufacturing firms maintain both product and service orientations throughout their servitization journey. Using the theoretical lens of organizational ambivalence, the purpose of this paper is to explore the triggers, manifestation and consequences of these conflicting orientations.Design/methodology/approachA multiple case study method was used to analyze five large manufacturing firms that were engaged in servitization. Semi-structured interviews were conducted with 35 respondents across different functions within these firms.FindingsServitizing firms experience organizational ambivalence during servitization because of co-existing product and service orientations. This paper provides a framework that identifies the triggers of this ambivalence, its multi-level manifestation and its consequences. These provide implications for explaining why firms struggle to implement servitization strategies due to co-existing product and services orientations. Understanding organizational ambivalence, provides opportunity to manage related challenges and can be vital to successful servitization.Originality/valueConsidering the theoretical concept of ambivalence could advance the understanding of the effects and implications of conflicting orientations during servitization in manufacturing firms.
KW - 512 Business and Management
KW - Servitization
KW - Product-service systems
KW - Service orientation
KW - Ambivalence
KW - Solutions
KW - Operational challenges
UR - http://www.scopus.com/inward/record.url?scp=85042852445&partnerID=8YFLogxK
U2 - 10.1108/IJOPM-09-2016-0542
DO - 10.1108/IJOPM-09-2016-0542
M3 - Article
AN - SCOPUS:85042852445
SN - 0144-3577
VL - 38
SP - 810
EP - 827
JO - International Journal of Operations and Production Management
JF - International Journal of Operations and Production Management
IS - 3
ER -