Servitization and Deservitization: Overview, Concepts, and Definitions
Kowalkowski, C., Gebauer, H., Kamp, B. & Parry, B. (2017), Servitization and Deservitization: Overview, Concepts, and Definitions, Industrial Marketing Management, Vol. 60.
21 Pages Posted: 28 Dec 2016 Last revised: 30 Dec 2016
Date Written: December 28, 2016
The topic of servitization has generated a considerable body of research and many conferences, as well as industry engagement. Yet, despite the extensive literature associated with this now-mature discipline, there is no broad-based consensus on the core concepts and definitions deployed by servitization scholars, and both terminology and usage often seem ambiguous. This paper examines challenges related to service growth strategies, as well as strategies involving deservitization or a retreat from service offers. Showing that these strategies have been pursued for more than fifty years, clarification is sought here by framing the corresponding processes and proposing definitions for four core terms: servitization, service infusion, deservitization and service dilution. It becomes clear that in focusing on the organizational change entailed by these processes, future research must elucidate “softer” issues such as leadership and business logic.
Keywords: servitization, deservitization, service infusion, service dilution, product-service system, industrial services, B2B service growth, service innovation
JEL Classification: M31, O14, L2, L6, M1
Suggested Citation: Suggested Citation