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Servitization and deservitization: Overview, concepts, and definitions

Kowalkowski, Christian, Gebauer, Heiko, Kamp, Bart and Parry, Glenn (2017) Servitization and deservitization: Overview, concepts, and definitions Industrial Marketing Management, 60. pp. 4-10.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Kowalkowski, Christian
Gebauer, Heiko
Kamp, Bart
Date : January 2017
DOI : 10.1016/j.indmarman.2016.12.007
Copyright Disclaimer : © 2016 Elsevier Inc.
Uncontrolled Keywords : Deservitization, Product-service system, Service dilution, Service infusion, Servitization
Additional Information : Christian Kowalkowski acknowledges the support of Riksbankens Jubileumsfond (The Swedish Foundation for Humanities and Social Sciences) (research grant number: P15-0232:1)
Depositing User : Diane Maxfield
Date Deposited : 04 Feb 2020 15:22
Last Modified : 04 Feb 2020 15:30

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