Abstract
Servitisation is a strategy for creating value through services in industrial business. This study investigates factors which either enable or inhibit service adoption in the Brazilian road transport. It analyses a case of servitisation embracing two companies (provider and customer), following a qualitative approach and collecting data through interviews from both perspectives. The TOE (Technology, Organisation and Environment) framework was employed to support data analysis. In conclusion, it can be stated that the technological factors are more relevant to providers than customers. Concerning the organisational factors, both sides reported challenges for setting the servitisation culture. For the environmental factors, it was noted that the status of the national economy affects the introduction of servitisation.
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