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Organisational change towards servitization: a theoretical framework

Ali Ziaee Bigdeli (Aston Business School, Aston University, Birmingham, UK)
Tim Baines (Aston Business School, Aston University, Birmingham, UK)
Oscar F. Bustinza (Faculty of Economics and Business Studies, University of Granada, Granada, Spain)
Victor Guang Shi (Advanced Manufacturing Research Centre, University of Sheffield, Sheffield, UK)

Competitiveness Review

ISSN: 1059-5422

Article publication date: 16 January 2017




The need for a holistic framework for studying organisational transformation towards Servitization is implicit. This is particularly relevant as Servitization demands consideration of both business model and organisational change. The purpose of this paper is, therefore, to provide an integrative framework that systematically captures and evaluate existing literature on Servitization.


The aim of the paper has been achieved through three main objectives; comprehensively examine the literature in organisational change management that would assist with the selection of the most effective evaluation framework, classify previous studies against the proposed framework through a systematic literature review methodology and analyse the selected papers and propose research questions/propositions based on the identified gaps.


Results indicate that there are two somewhat macro opportunities for the Servitization community, namely, stronger infusion of generic theory into the Servitization debate and exploring Servitization in action through the lens of the theoretical framework.

Practical implications

The findings of the paper demonstrate the gaps in the Servitization literature, which indeed require further theoretical/empirical research.


It is discussed the usefulness and practicality of viewing research contributions that are setting out to be either “descriptive” or “prescriptive”. Consequently, the authors have proposed several avenues for future research based on these two viewpoints.



This work was supported by EPSRC Grants Ref EP/K014064/1, EP/K014072/1, EP/K014080/1 “Transforming the adoption of Product -Service Systems through innovations in applied gaming technology”; a joint project with Aston Centre for Servitization Research and Practice, Aston Business School and the Advanced Manufacturing Research Centre, University of Sheffield.


Ziaee Bigdeli, A., Baines, T., Bustinza, O.F. and Guang Shi, V. (2017), "Organisational change towards servitization: a theoretical framework", Competitiveness Review, Vol. 27 No. 1, pp. 12-39.



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