... et al., 2019 ; Roehrich et al., 2020). A further consideration for firms that are seeking to servitize is the role of risk (Neely, 2008). Many studies are inconclusive as to whether the adoption of servitization leads to greater (Gebauer et al., 2005) or lesser (Benedettini...

...”. This misunderstanding tends to create confusion between trust, risk, power and dependency, which tend to get used interchangeably. Seligman (1997) points out that trust can be viewed as a means of increasing the tolerance of future uncertainty, as creating “confidence”. This use of trust concept becomes very...