Abstract
Although the term servitisation was coined in the late 1980s, this paper identifies and investigates a case that has been practiced in Brazil since 1963 by a capital goods manufacturer, which is focused on supplying machines and services to largest producers of frozen concentrated orange juice in country. Therefore, the aim of this paper is to describe and analyse the main characteristics of this case. Methodology used corresponds to an exploratory and in-depth case study conducted from supplier company perspective, but also by investigating its main customer company (dual approach). Data obtained were described and analysed using a framework designed for this purpose that is based on three classic publications on the subject. Results demonstrate a case of extreme servitisation, even for standards considered in present literature.
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