A history-based framework of servitization and deservitization

Purpose The purpose of this study is to develop a history-based framework of servitization and deservitization. Design/methodology/approach The study draws on three history-based management theories, i.e. industry lifecycle, strategic pivoting and strategy restoration, to develop a conceptual framework of how servitization and deservitization pivots influence firm performance in different stages of the industry lifecycle. A series of examples...