Table 5

Propositions of the emerging configurational theory of the servitization-performance impact, based on the generalized observations

Alternative organizational configurations of servitization and their performance outcome
Servitization level indicatorsObserved performance impacts
(If)Proposition/configuration(then)
1. Customer support driven servitization
Limited service portfolio, low service turnover, separate service organization and high managerial service orientation→High sales, high customer satisfaction and no effect on profitability
2. Tactically driven servitization
Average service portfolio and average service turnover→Low profitability
3. Excellence driven servitization
Extensive service portfolio, high service turnover, separate service organization, high managerial service orientation and high organizational relational capabilities→High sales and profitability, high ROI and ROA, high customer satisfaction and loyalty, high operational performance, high differentiation and competitive advantage
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