What comes first the chicken or the egg? Uncovering how digital servitization unfolds

Ferran Vendrell-Herrero, Lorena Para Gonzalez, Carlos Mascaraque, Joan Freixanet

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract / Description of output

This article examines two potential pathways for digital servitization, namely standardization and adaptation. The standardization pathway argues that digital transformation allows servitized firms to standardize their service-based business models, leading to scalability. Conversely, the adaptation pathway suggests that highly digitalized firms can customize their digital offerings to cater to diverse customer needs. The study investigates the effectiveness of these pathways and their long-term viability. Through a survey of 127 Spanish companies using Partial Least Squares Structural Equations Modeling (PLS-SEM) and single- and multi-mediation models, the results indicate the existence of both pathways. However, the standardization pathway contributes more to performance than the adaptation pathway. The findings underscore the importance of standardization and challenge the notion of extensive customization in digital servitization.
Original languageEnglish
Title of host publication10th International Conference on Business Servitization
Subtitle of host publicationBook of Abstracts
ISBN (Print)9788412647556
Publication statusPublished - 21 Nov 2023
Event10th International Conference on Business Servitization - Toulouse Business School, Barcelona, Spain
Duration: 9 Nov 202310 Nov 2023
Conference number: 10


Conference10th International Conference on Business Servitization
Abbreviated titleICBS
Internet address

Keywords / Materials (for Non-textual outputs)

  • servitization
  • digital transformation
  • digital servitization
  • scalability
  • customization


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