The impact of product strategies and digitalization on servitization in Dutch manufacturing firms

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2024-07-02

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en

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The purpose of this thesis is to contribute to the scientific debate on product strategies on servitization and digital servitization by exploring the main theoretical themes. In this debate are contrasting findings on customization versus standardization. Furthermore, this thesis investigates how firms organize the relationship of product digitalization and servitization and digital servitization effectively. This study finds a positive relationship between product digitalization and servitization and digital servitization and this relationship is moderated by a customization strategy. There is not found a significant positive effect between a customization strategy and servitization and digital servitization. There were not notable differences find between the concepts of servitization and digital servitization. An exploratory sequential mixed methods design was employed to study a sample of 186 Dutch manufacturing firms. The data is based on the European Manufacturing Survey in 2022 and five interviews with representative managers. This thesis underlines the importance of the product digitalization for the effectiveness of a customization strategy. Although the adoption of digital product technologies is still in its early stages for the most manufacturing firms, it provides interesting findings for the effects of a customization strategy on servitization and digital servitization.

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Faculteit der Managementwetenschappen

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