Paradoxes and coping mechanisms in the servitisation journey

Servitisation is conceptualised as product manufacturers' transition towards bundling products and services to offer customers enhanced value. Scholars have raised concerns regarding the potential challenges that firms face during servitisation, often termed servitisation paradoxes. Limited studies explored paradoxes experienced journey associated coping mechanisms. We utilise open-ended essay methodology unravel various mechanisms address gap. collected data in two stages—from 69 participants first stage 32 second stage. The study's findings reveal three broad paradoxes: paradox of organising (autonomy control, efficiency flexibility, formal informal information flow, employee customer needs), learning (prior knowledge new knowledge), performance (short-term long-term performance). In addition, we identify four practices: change management, open communication, training programmes digitalisation. study augments prior literature by developing a conceptual framework elucidates coexistence numerous