Evolution of Customer-Centric Innovations in Modern Ecosystems: Servitization Approach

Rita Lankauskienė (), Prabir Kumar Bandyopadhyay and Samya Roy
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Rita Lankauskienė: Lithuanian Centre for Social Sciences, A. Goštauto st. 9, LT-01108 Vilnius, Lithuania
Prabir Kumar Bandyopadhyay: Symbiosis Institute of Business Management, Nagpur 440002, India
Samya Roy: Entrepreneur & Tea Expert, Siliguri 734010, India

Sustainability, 2025, vol. 17, issue 11, 1-20

Abstract: This study investigates the evolution of customer-centric innovations within modern business ecosystems through the lens of servitization, a concept gaining momentum in contemporary service delivery frameworks. Recognizing the limited exploration of servitization beyond manufacturing, particularly in the context of value-added services, this research employs a multiple case study methodology focused on the tea sector in India and Nepal. Drawing on seven diverse entrepreneurial cases and supported by a thematic analysis, the study identifies nine critical factors influencing successful servitization, including knowledge gaps, procurement strategies, market segmentation, and customer engagement. Central to this investigation is the transformative role of structured training interventions, exemplified by the Chaya School of Tea, which catalyzed innovation and performance improvements among participating businesses. The findings highlight how digital tools, customer education, and strategic planning contribute to product–service integration, yielding enhanced quality, operational efficiency, and sustainable growth. This research contributes to theory by refining the concept of “servitization of services” as a strategic approach for empowering ecosystems through complementary offerings that transcend traditional service delivery. This work provides both conceptual and empirical insights into how service firms, particularly in under-researched sectors, can leverage servitization to drive long-term competitiveness and ecosystem-wide value creation.

Keywords: servitization; tea sector; customer-centric innovation; product–service system (PPS); business model; evolution (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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