Charting the future of digital servitization using CIMO framework

Abstract

Digital servitization refers to the use of digital technologies in the servitization process. It involves transforming product-centric business models into service-oriented models through digitalization. While the literature on digital servitization is growing rapidly it remains fragmented. This highlights the need for a comprehensive review of the current state of research and identifying directions for future research. Specifically, this study utilizes the CIMO (Context-Intervention-Mechanism-Outcome) framework to analyze the digital servitization landscape. Based on the review of 83 articles, this article offers a nuanced understanding of the context, challenges, interventions, mechanisms, and outcomes of digital servitization. Following this, we propose 15 research propositions guiding future investigations in this area. This enables manufacturing firms to effectively navigate the challenges and develop strategies for effective implementation of digital servitization.

Keywords:

• CIMO
• digital servitization
• digitalization, servitization
• dynamic capabilities, service-oriented model

Additional information

Funding

This work was supported by the Ningbo Municipal Bureau of Science and Technology [2021R004] and the Science and Technology Department of Zhejiang Province [2022C35053].

Notes on contributors

Xiya Zhang

Xiya Zhang, PhD, is an Assistant Professor in Marketing at BNU-HKBU United International College. Her research focuses on digital servitization, digital transformation, service robots, and digital content marketing.

M. S. Balaji

MS Balaji, PhD, is a Professor of Marketing at the Rennes School of Business, France. His research interests include services marketing, retail management, and consumer behavior.

Yangyang Jiang

Yangyang Jiang, PhD, is an Associate Professor in Marketing at Nottingham University Business School China, University of Nottingham Ningbo China and Fellow of the Higher Education Academy. Her research focuses on services marketing, digital transformation, customer experience, and sustainable development.