Business model innovation through the adoption of service logic: evolving to servification

PurposeIn servitization research, there has been a call to move further toward the development of business models based on a service approach. This article aims to answer this call by adopting service logic (SL) and developing strategies and organizational resources and processes to create a service-centric business model called servification, defined as the process of identifying and developing strategies and organizational resources and processes to create a business model based on SL.Design/methodology/approachThis article is conceptual and extends servitization in the direction of service-centric business model innovation by drawing on and extending SL.FindingsThe article defines service as a higher-order concept according to SL and develops the concept of a helping strategy as the foundation for a service-based business model. Further, it develops a typology of organizational resources and processes that must be developed for the emergence of such a business model.Research limitations/implicationsSince this article is the first to conceptually develop servification, more both theoretical and empirical research is naturally required. The development of servification takes servitization in the direction of service-based business model innovation and also contributes to the research on SL.Practical implicationsServification enables the development of service-centric strategies and organizational resources and processes and service-based business models.Originality/valueThis article is the first to adopt SL in studies of business model innovation.