Servitisation on consumer markets: entry and strategy in Dutch private lease markets

Servitisation, which occurs when products are offered with service components as product-service bundles, has increased rapidly in consumer markets during recent years because of digitalisation. Digital technologies have enabled the emergence peer-to-peer marketplaces and made it possible for B2B lease rental actors to push B2C markets. Despite extensive research on servitisation, we know little what kinds companies can best exploit opportunities created by how digitalisation affects inter-company relationships regarding these opportunities. This article addresses gaps making a revelatory case study entry order strategy established enter private leasing carsharing We collect an interview-based dataset key Dutch car market, that analyse abductively. find knowledge opportunities, position value chain, resources focal elements define pioneers, early followers, late entrants. In contrast former servitisation literature, manufacturing incumbent not active exploiting leasing. Additionally, discover create capabilities themselves whereas they partner enable carsharing. discuss contribution findings disruptive innovation, digital innovation.