This work explores the process through which manufacturing firms pursue a transition from product-oriented to product-and service-oriented business models. The object of analysis is the so-called Digital Servitization, which is the effort of manufacturers to exploit digital technologies to integrate a product offering with a series of digitally-based services. Although Digital Servitization represents one of the most adopted business model innovations in recent times, the related literature still presents some gaps, such as a silo-thinking observation of the phenomenon, focused on the intra- or inter-organizational implications separately, and a need for longitudinal studies. The goal of this book is to contribute to Digital Servitization literature by, on the one hand, providing an integrated interpretative model to investigate the phenomenon and, on the other, testing its validity via the in-depth empirical investigation of a case study firm. By adopting a zooming-in approach to the case study analysis, the book provides insights into Digital Servitization with implications for academics and practitioners.

Serena Galvani is post-doc researcher at the University of Urbino. She obtained her Ph.D. with a research project on Digital Servitization and business development in collaboration with an international industrial company. She is currently involved in research on business customer engagement, digitalization, servitization, and sustainability. She published in international journals such as Journal of Business and Industrial Marketing and International Journal of Operations and Production Management.