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Servitization and the Necessity of Becoming Ambidextrous: A 12-Year Longitudinal Study

In: The Palgrave Handbook of Service Management

Author

Listed:
  • Peter R. Magnusson

    (Karlstad University)

  • JanErik Odhe

    (Karlstad University)

Abstract

This chapter reports the findings from a longitudinal study spanning 12 years. It contributes to an improved understanding of how servitization actually happens, and, more specifically, how it affects the servicizing organization. The focal company AIR was a B2B manufacturing company in the aviation business, specializing in manufacturing jet engines. The case describes and analyzes how a unit at AIR made the successful transition from a pure make-to-print actor (product/production logic) to offering overall solutions (service logic), where we focus on the challenges that AIR encountered. It provides six major findings; the most surprising is perhaps the necessity to handle ambidexterity for successful servitization.

Suggested Citation

  • Peter R. Magnusson & JanErik Odhe, 2022. "Servitization and the Necessity of Becoming Ambidextrous: A 12-Year Longitudinal Study," Springer Books, in: Bo Edvardsson & Bård Tronvoll (ed.), The Palgrave Handbook of Service Management, pages 201-222, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-91828-6_11
    DOI: 10.1007/978-3-030-91828-6_11
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