Using NVivo for Literature Review: A Study on Digital Servitization

The concept of combining products and services is not new, as it involves pursuing service-led growth by complementing or substituting company offerings with services (e.g., offering maintenance contracts alongside physical products). In today's rapidly changing business environment and growing customer demands, manufacturing and service firms are increasingly turning to servitization. This strategy enables companies to differentiate themselves from competitors and stay ahead in the market.

For managers seeking insights into what characterizes value co-creation capabilities in digital servitization, this study provides valuable findings. The research highlights how these capabilities can facilitate value co-creation in the context of digital servitization initiatives. Specifically, the study identifies a set of four value co-creation capabilities: digital literacy, aligning, reflecting, and coping.

The study draws on a multiple-case design involving leading cases from sectors such as manufacturing, engineering, and shipping. This approach allows for a deeper understanding of the complexities involved in implementing servitization strategies.

From a service-dominant logic (SDL) perspective, this research focuses on value co-creation capabilities in B2B firms that offer digital service platforms and services based on them. The findings suggest that firms must develop sufficient capabilities to benefit from digital servitization, an underinvestigated topic in the literature.

Industrial and service firms alike are increasingly adopting digital servitization to achieve service-driven growth and establish a competitive advantage. As companies navigate this new landscape, understanding the value co-creation capabilities required for successful implementation is crucial.

In conclusion, this study contributes to bridging the gap between theory and practice by providing insights into the characteristics of value co-creation capabilities in digital servitization. The findings offer valuable guidance for managers seeking to leverage digital servitization as a strategy for growth and competitiveness.

Using nvivo for literature review