Two strands of servitization: A thematic analysis of traditional and customer co-created servitization and future research directions

The servitization literature has diverged, some adopting a goods-dominant logic and some a service-dominant logic. While both literature streams deal with servitization, their conceptual underpinnings and use of key terms are fundamentally different and have become confused within literature. This lack of clarity and understanding presents a challenge to both research and practice. The paper asks what the points of convergence and divergence are...