تحقیق مربوط به ساختار خدمات رسانی در ارائه محصول Structuring servitization-related research

1. Introduction Born in the late 1980s, research on product-service integration took off in the mid-2000s after the publication of many foundational articles (Brax, 2005; Davies, 2004; Gebauer et al., 2005; Mathieu, 2001a, b; Mont, 2002; Oliva and Kallenberg, 2003; Tukker, 2004). Introduced by Vandermerwe and Rada (1988), the term “servitization” gained popularity after two reviews by Baines et al. (2007) and Baines, Lightfoot, Benedettini and Kay (2009). In the following years, servitization became nearly synonymous with companies moving from selling products and basic services to selling product-service systems (PSS). These PSS typically include advanced lifecycle services and involve changes in companies’ business models (Durugbo, 2013; Rabetino et al., 2015). Evidence demonstrates that some iconic manufacturers across industries, such as Caterpillar, IBM, and Rolls-Royce, have escaped the product commoditization trap and increasingly garnered benefits from their shift to services (Huikkola et al., 2016). This strategic shift has inspired a growing number of publications providing knowledge and avenues for future research. Knowledge has accumulated within related scholarly communities (Lightfoot et al., 2013), i.e. groups of scholars who “are linked by shared interest in distinct yet related problems in the same research area” (Vogel, 2012, pp. 1018-1019). Researchers from the above communities have adopted different perspectives. In addition to the industrial marketing-led and service operations management-led servitization research (the mainstream), Kamp and Parry (2017, p. 12) recognize other “aligned research communities” that “refer to servitization-related concepts without using the term itself.” In this fast-growing domain (Kowalkowski, Gebauer and Oliva, 2017), the coexistence of multidisciplinary viewpoints, methods, and terminologies has increased complexity, which limits knowledge accumulation (Geum and Park, 2011; Pawar et al., 2009; Tukker, 2015). Although meticulous review efforts already exist (Baines et al., 2007; Baines, Lightfoot, Benedettini and Kay, 2009; Boehm and Thomas, 2013; Brax and Visintin, 2017; Luoto et al., 2017; Velamuri et al., 2011), the inclusion of a limited number of articles and the use of different strategies to organize conceptual contributions hinder the integration of the results. Thus, there is a need to create an accurate understanding to permit better integration and a deeper analysis of the interactions among adjacent but detached research communities (Cavalieri and Pezzotta, 2012; Boehm and Thomas, 2013; Lightfoot et al., 2013).