Abstract
Servitization is not an homogenous phenomena, and digital technologies are enlarging the organizational solutions allowing companies to enter the journey. The paper assesses differences in the organizational solutions allowing customer contact between a servitization and a digital servitization journey of well-established manufacturers. Servitization and digital servitization trajectories have a different nature. The deployment of front-office staff in the delivery of advanced services is crucial in the servitization journey. In digital servitization journey, however, R&D department is the core of service capability development and it leads the company through the journey. The study is exploratory and based on two case studies. The first case refers to servitization taking place in the pre-digital era and it has been retrieved in the servitization literature. The second refers to a manufacturer that recently entered a digital servitization journey. The resulting differences coming to light from the comparison of these two journey offer manufacturers a more comprehensive understanding about the organizational solutions allowing the delivery of PSS in both servitization and digital servitization strategies.
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