Unlocking value through Servitization: Exploring business model transformation and implications – A Case Study

Servitization, considered as a form of business model innovation and defined as the transformative strategy employed by product-centered firms to include the offer of service solutions, has gained increasing relevance in the contemporary corporate landscape. This paper aims to explore the phenomenon in depth through a dual perspective. In the first chapter, a structured literature review, based on 24 articles selected through the PRISMA methodology, is conducted to provide a comprehensive overview of recent studies. From this analysis, key trends emerge, such as the growing importance of cultural and organizational change and digital technologies, fundamental to effectively support the implementation of servitization strategies and gain competitive advantage. At the base of the reflections arised from the tendencies of the business context, the centrality of the role of the stakeholders and, in particular, of the consumers, must always be considered. On the other hand, the second chapter focuses on a real business case that offers a practical immersion in the challenges and opportunities that companies face during this transition. The impacts on different business dimensions are examined, helping to consolidate and enrich the insights emerged from the literature review.