Service customization in turbulent environments: Service business models and knowledge integration to create capability-based switching costs

Prior studies considered external conditions that trigger the adoption of servitization in product firms, but little is known on the decision to provide standardized vs. customized services. We analyze this tradeoff when companies face market and technological turbulence. We follow the capability-based switching costs theory, which considers the cost resulting from customer efforts to create new capabilities related to the solution offered by...