Dual focus: service-product orientation to manage the change paradox following servitization strategy

Saad Zighan () and Moheeb Abualqumboz ()
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Saad Zighan: University of Petra
Moheeb Abualqumboz: Manchester Metropolitan University

Service Business, 2022, vol. 16, issue 1, No 2, 29-55

Abstract: Abstract This paper examines the change management process throughout the servitization strategy. Evidence was collected through 41 semi-structured interviews from four case studies. The study finds that synergistic interaction between product and service systems will create greater customer value when following the servitization strategy. This paper complements extant research on change management in servitization by proposing apparent change as a relaxed strategy to allow for changes following servitization with delicate alignment with existing organizational values and culture. The paper provides theoretical and managerial implications that draw on a balanced focus on both product and service instead of evolutionary or revolutionary strategies toward service.

Keywords: Product orientation; Service orientation; Servitization; Product-service system; Organizational change; Apparent change (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11628-022-00483-y

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