The origin and evolution of the concept of servitization: a co-word and network analysis

Abstract

Purpose

The purpose of this paper is to analyze the origins and evolution of the concept of servitization by studying the definitions of servitization provided in the literature. Servitization represents an academic field that has grown rapidly since its inception. However, the conceptualization of servitization varies greatly, in part because of the number of studies on this topic and the fact that it has been analyzed in a range of disciplines using a number of theoretical approaches. There is a need to standardize the vocabulary to create a general definition that can support the development of theory in this domain and help legitimize servitization as a research area.

Design/methodology/approach

This study conducts a systematic, quantitative analysis of a broad set of definitions of servitization. Specifically, this study performs content analysis (combining co-word analysis and social network analysis) and consensus analysis. This study develops a strategic diagram to represent the morphology of the research network.

Findings

The definitions of servitization are deconstructed and analyzed in depth to create a comprehensive picture of the research on this topic. This analysis reveals the origins and evolution of this research area. The results show a low degree of consensus among scholars regarding the concept of servitization. This study proposes a definition that should be widely accepted thanks to its inclusion of the core terms from other definitions. Explicit recognition of multiple approaches to defining the term can help practitioners and researchers. Predictions about future progress in this area are discussed.

Originality/value

A universal definition of servitization is proposed based on the results of co-word and network analysis. This definition unifies a range of multidisciplinary viewpoints. From a practical perspective, the key vocabulary in servitization research is highlighted.

Citation

Pinillos, M., Díaz-Garrido, E. and Martín-Peña, M.-L. (2022), "The origin and evolution of the concept of servitization: a co-word and network analysis", Journal of Business & Industrial Marketing, Vol. 37 No. 7, pp. 1497-1514. https://doi.org/10.1108/JBIM-02-2021-0120