Chapter 11: ‘Chicken or Egg! Let See Who Comes First?’ From Servitisation to Servitisation 5.0

The ‘Social and technological’ capabilities complement the organisation to realise the full potential of servitisation, but the ‘who comes first’ dilemma might lead to a paradoxical situation of which capabilities to prioritise first in the implementation of the servitisation model. Previous research has neglected the historical development of the concept and how the necessary capabilities and technologies have evolved. The historical synopsis will help us to understand the process of adopting technologies and cultivating associated capabilities. A rational and orderly history of servitisation during the last 50 years is the purpose of this chapter. Ending with proposing the conceptual model based on sociotechnical system theory and learning from the past papers. The model represents the importance of integrating absorptive capacities, dynamic capabilities and technological competencies.