Exploring the alignment between internal and external dimensions in servitization

Abstract: Research and anecdotal evidence suggest that manufacturers undertaking the path towards servitization face several challenges, that may generate inconsistencies, e.g. between strategic intentions and internal organizational arrangements and even more with external elements (at the customer and supplier sides). The paper addresses the misalignments faced by companies in the servitization journey, through a literature review and a case-based research. 16 challenges are pointed out from the literature, grouped into five dimensions. They are reflected by the analysis of five case studies, that allow to build a framework based on the five dimensions (strategy, offering, company, service network and customers).