Creating and Sustaining Customer Value Through Servitization

Servitization as a re-direction from a product-oriented to a customer-oriented business focus addresses traditional product manufacturers and requires their services executives to establish a transition towards a solution-based business. This transition has received a high level of attention within the past two decades and in particular during the past ten years in current literature. However, in spite of the published manifold motivations and advantages, the actual level in the achievement of a successful servitization status is still very low. The current paper aims to shed some insights on the importance of servitization and its implications to marketing strateg