The role of fit, supplier integration, and close collaboration in servitization

The concept of servitization which describes the transformation of manufacturing firms towards offering goods and services rather than goods alone, has received increasing attention among both scholars and practitioners. Servitization represents a strategic competitive strategy for manufacturers as they seek new sustainable revenue streams due to matured markets and increasing competitive pressure. While literature provides different transformational frameworks for suppliers as it moves from the unservitized to the servitized state, current B2B research has mostly ignored the customer’s perspective