Made to Serve: How Manufacturers can Compete Through Servitization and Product Service Systems

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These are the areas of particular interest for the industrial and academic servitization community. Back to top.

This site uses cookies. Description This ICT cluster grant has enabled discoveries in servitization, gamification, and the development of complementary communities in research and practice. About Servitization: Analysis of earlier findings indicated a significant opportunity for manufacturers to grow and become financially sustainable through the development and delivery of advanced services. To set the agenda from a more theoretical perspective, we initially developed an extensive research framework based on the analysis of journal publications on servitization published between and This framework demonstrates i the developed topics, which identify relatively established knowledge relevant to the topic of servitization, ii the developing topics which identify the growing concentrations and opportunities, and iii the undeveloped topics which identify significant opportunities for further exploratory studies.

Made to Serve: How Manufacturers Can Compete Through Servitization and Product Service Systems

Based on this primary research, we identified two key gaps in literature and practice related to the topic: i what is the vision for advanced services and how these offerings could be defined? And ii what stages of organisational transformation does a manufacturer follow when servitizing to compete through advanced services? To address the first gap, we conducted research that drew evidence from prior literature and industry practices to synthesise a set of foundational propositions that collectively describe how a manufacturing firm can compete through advanced service as a new business model.

To address the second gap, we developed a holistic and integrative framework that guides the transformation process that takes place as a product-centric manufacturer servitizes in order to compete through advanced services.

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This framework shows that the transformation process can be explained as four principal stages of maturity, which the manufacturer proceeds through according to the pressures of five principal forces. These scientific insights into servitization have both contributed to the body of knowledge, have been core to the gamification research, and have been foundational in forming the broader community around this topic.

About Gamification: Our research into games and gamification has been undertaken in parallel to the servitization research to support engagement with advanced services. At the outset of this project we found that the field of gamification research is much more recent and far broader than that of servitization. Our findings from the servitization research, and working alongside both manufacturing and games development organizations, served to demonstrate that previously established theories, methods and models of games and gamification are insufficient for engaging manufacturing organizations with business model transformation.

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By aligning servitization research with established approaches to simulations, game-based learning and gamification, we were able to thoroughly understand the limitations of existing methods and techniques for applying gamification to business model innovation within manufacturing. We were then able to develop a process which overcomes these limitations by taking into account the requirements and constraints of different participants in gamification projects.

The process was then evaluated in practice, and this illustrated i low tech games and gamified activities can be both captivating while supplying rich sources of qualitative data, and ii games and gamified applications that are disseminated digitally are more appropriate for obtaining quantitative data and engaging organizations at scale. Iterations of the gamification process, informed by these findings, can facilitate the development of various activities and applications that serve a range of purposes. About Communities: In addition to the scientific findings, this ICT cluster grant also set out to form communities of relevant researchers and practitioners.


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In particular, we have enabled the development of close relationships with both large and small SMEs manufacturing firms to understand their organisational change towards servitization and advanced services. To facilitate this, we have formed our Advanced Services Partnership, which enables our researchers to engage in a mutually beneficial partnership allowing manufacturers to better understand the servitization business model.

Servitisation – a fancy word for using services as a growth driver | Implement Consulting Group

The goal of the partnership is defined as "To accelerate the adoption of advanced services across a range of manufacturing businesses. Our workshops have covered a range of topics on servitization, for example the first workshop was held in October at KLM-Air France facilities in Amsterdam to cover the understanding the journey towards the adoption of advanced services, and the second workshop was held in January a partner manufacturing company in Luxembourg to analyse the business model design and customer value proposition for advanced services.

These round tables regularly occur every four months and are a strong platform for industrial collaboration. Exploitation Route Our findings can be taken forwards by both the industrial and academic communities.

In the research community our concepts and frameworks have formed cornerstones for researchers seeking to advance servitization. This webinar will be conducted using a slides-and-audio format. After you complete your registration, you will receive a confirmation email with details for joining the webinar.


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