The aim of this research was to advance existing theory on servitization by examining how the process of servitization unfolds. Analysis of the literature revealed that existing studies have a tendency to view servitization as a planned process with definite, identifiable stages. Much attention is given to explaining what each of these stages looks like with a particular emphasis upon what constitutes a fully servitized organizational state. However, the literature largely neglects the process of changing that organizations undergo. Furthermore, it is assumed that servitization can be systematically managed through a top-down process. In addressing these limitations within the literature, this study adopted a processual approach towards understanding how one organization moves forward on their servitization journey. This thirty-three-month longitudinal case study of ConstructCo combined retrospective and real-time analysis, as the study set out to follow their journey as it was unfolding. In total, fifty-one interviews were conducted with individuals across ConstructCoâÂÂs value chain. The findings from the case analysis show that ConstructCo were not moving along a clearly defined path to a specific endgoal, but rather ConstructCoâÂÂs journey took on a momentum of its own through a constellation of developments and the ongoing interactions between individuals and organisations across their value-chain. Through this process, much of the impetus derived from both deliberate and unintended developments at a micro-level. This research makes an original contribution to knowledge, as it argues for a switch in emphasis towards a conceptualization of servitization as a continuous journey of becoming and away from viewing servitization as a progression through a series of stages. The processual study of ConstructCo also advances existing theory on servitization by demonstrating that it cannot be viewed purely as a top-down planned process. Rather, it can also be an emergent and bottom-up process. In doing so, it provides fresh insights around how servitization is accomplished within an organisation.
Date of Award | 31 Dec 2019 |
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Original language | English |
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Awarding Institution | - The University of Manchester
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Supervisor | Andrew Gale (Supervisor), Richard Kirkham (Supervisor) & Paul Chan (Supervisor) |
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- Processual
- Construction
- Servitization
- ConstructCo
SERVITIZATION AS AN ONGOING PROCESS OF CHANGING: THE CASE OF CONSTRUCTCO
Robinson, W. (Author). 31 Dec 2019
Student thesis: Phd