4.3 Article

The origin and evolution of the concept of servitization: a co-word and network analysis

Journal

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
Volume 37, Issue 7, Pages 1497-1514

Publisher

EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/JBIM-02-2021-0120

Keywords

Servitization; Definitions; Co-word analysis; Consensus analysis; Bibliometric analysis; Strategic diagram

Categories

Funding

  1. Spanish MICINN [PID2020-117244RB-100]

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This paper analyzes the origins and evolution of the concept of servitization by studying the definitions provided in the literature. The lack of consensus among scholars regarding the concept is highlighted, and a proposed definition aims to provide a common understanding for practitioners and researchers. The study emphasizes the importance of standardized vocabulary in servitization research and offers predictions for future progress in this area.
Purpose The purpose of this paper is to analyze the origins and evolution of the concept of servitization by studying the definitions of servitization provided in the literature. Servitization represents an academic field that has grown rapidly since its inception. However, the conceptualization of servitization varies greatly, in part because of the number of studies on this topic and the fact that it has been analyzed in a range of disciplines using a number of theoretical approaches. There is a need to standardize the vocabulary to create a general definition that can support the development of theory in this domain and help legitimize servitization as a research area. Design/methodology/approach This study conducts a systematic, quantitative analysis of a broad set of definitions of servitization. Specifically, this study performs content analysis (combining co-word analysis and social network analysis) and consensus analysis. This study develops a strategic diagram to represent the morphology of the research network. Findings The definitions of servitization are deconstructed and analyzed in depth to create a comprehensive picture of the research on this topic. This analysis reveals the origins and evolution of this research area. The results show a low degree of consensus among scholars regarding the concept of servitization. This study proposes a definition that should be widely accepted thanks to its inclusion of the core terms from other definitions. Explicit recognition of multiple approaches to defining the term can help practitioners and researchers. Predictions about future progress in this area are discussed. Originality/value A universal definition of servitization is proposed based on the results of co-word and network analysis. This definition unifies a range of multidisciplinary viewpoints. From a practical perspective, the key vocabulary in servitization research is highlighted.

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