A Configurational Approach to Servitization: Review and Research Directions

Abstract

In this article, the authors extend the current literature on servitization by taking a configurational perspective, aiming to understand the interplay between the drivers (conditions) that lead to certain equifinal outcomes of servitization. By taking stock of the servitization literature using the contingency theory of strategy as a foundational theory and the strategy–structure–environment approach as a primary framework to systematically review and analyze the identified configurational servitization studies, the authors identify commonalities and gaps in the literature and set directions for future research. By acknowledging the full complexity of the phenomenon of servitization and its manifold drivers and outcomes, we extend the current literature through a configurational perspective, the aim of which is to understand the interplay between the drivers (conditions) that lead to certain equifinal outcomes of servitization. The present study aims to take stock of the servitization literature by utilizing the contingency theory of strategy as our foundational theory and the strategy–structure–environment approach as our primary framework to systematically review and analyze the identified configurational servitization studies. We identify commonalities and gaps in the literature, and we set directions for future research.