From After-Sales to Advanced Services: A Network Analysis on the Impacts of Digital Servitization Evolution

The B2B context has experienced a push toward digital servitization (DS), i.e., the development of services by means technologies. There are three levels DS: (1) product provision, (2) after-sale servicing, and (3) advanced taking after-sales to next level. At level 3, DS evolves from service-oriented strategy service-centric one. literature acknowledged changes provoked 1 2 DS. Yet, further at 3 still have not been explored. This research aims understand impact DS’s evolution after setup, with an intra- interorganizational focus. To reach this aim, case Beta, Italian mechatronic manufacturer implementing IIoT-based DS, is analyzed. adopted framework ‘developing’, ‘producing’, ‘using’ (DPU) framework, formulated within industrial marketing purchasing (IMP) approach. Results summarized in propositions, showing how: complexity unfolds interorganizationally gradually embedded settings framework; integration resources becomes essential; processes resource procurement, development, allow service platform. Theoretical managerial implications provided.