... Ambivalence Solutions Operational challenges Servitization, the trend whereby manufacturing firms offer increasingly advanced services, is becoming an important topic of enquiry (Vandermerwe and Rada, 1988 ; Ulaga and Reinartz, 2011 ; Bastl et al., 2012 ; Kohtamäki et al., 2013...

...., 2009) to more complex, result-oriented services or solutions, where the product is “substituted” with a service (Cusumano et al., 2015). It is suggested that to undergo the transformation from manufacturer to service provider, manufacturers should modify the way in which they are organized...