Servitization and deservitization: Overview, concepts, and definitions

Kowalkowski, Christian; Gebauer, Heiko; Kamp, Bart; Parry, Glenn

Abstract

© 2016 Elsevier Inc. The topic of servitization has generated a considerable body of research and many conferences, as well as industry engagement. Yet, despite the extensive literature associated with this now-mature discipline, there is no broad-based consensus on the core concepts and definitions deployed by servitization scholars, and both terminology and usage often seem ambiguous. This paper examines challenges related to service growth strategies, as well as strategies involving deservitization or a retreat from service offerings. Showing that these strategies have been pursued for more than fifty years, clarification is sought here by framing the corresponding processes and proposing definitions for four core terms: servitization, service infusion, deservitization and service dilution. It becomes clear that in focusing on the organizational change entailed by these processes, future research must elucidate “softer” issues such as leadership and business logic.

Citation

Kowalkowski, C., Gebauer, H., Kamp, B., & Parry, G. (2017). Servitization and deservitization: Overview, concepts, and definitions. Industrial Marketing Management, 60, 4-10. https://doi.org/10.1016/j.indmarman.2016.12.007

• Journal Article Type: Article
• Acceptance Date: Nov 25, 2016
• Online Publication Date: Jan 5, 2017
• Publication Date: Jan 1, 2017
• Deposit Date: Nov 17, 2016
• Publicly Available Date: Jan 5, 2019
• Journal: Industrial Marketing Management
• Print ISSN: 0019-8501
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 60
• Pages: 4-10
• DOI: https://doi.org/10.1016/j.indmarman.2016.12.007
• Keywords: servitization, deservitization, service infusion, service dilution, product-service system
• Public URL: https://uwe-repository.worktribe.com/output/899362
• Publisher URL: http://dx.doi.org/10.1016/j.indmarman.2016.12.007