Exploring the servitization path: a conceptual framework and a case study from the capital goods industry

Performing servitisation requires choice consistency in terms of manufacturing structure, service structure, and the coupling between them. In this paper, we rely on the manufacturing strategy and service innovation literature to build a conceptual framework in order to investigate a servitisation path in industry. This framework aims at describing both the product-oriented production structure and the service-oriented production structure, at key points of a firm's history. We use this framework within a case study from the capital goods industry, and show its relevance as a support for the diagnosis of consistencies or inconsistencies in strategic choices relating to the design of the product-service production system throughout time.