A history-based framework of servitization and deservitization
本研究利用产业生命周期、战略转向和战略恢复三种历史管理理论，构建了服务化与去服务化转向在不同产业阶段如何影响企业绩效的概念框架，并用生产配置案例加以说明。
Purpose The purpose of this study is to develop a history-based framework of servitization and deservitization. Design/methodology/approach The study draws on three history-based management theories, i.e. industry lifecycle, strategic pivoting and strategy restoration, to develop a conceptual framework of how servitization and deservitization pivots influence firm performance in different stages of the industry lifecycle. A series of examples involving configurations and reconfigurations in production illustrate the theoretical propositions. Findings The proposed framework predicts that servitization pivots positively influence firm performance in the ferment phase, but this effect gradually diminishes as industries advance into transition and mature phases. In contrast, the framework predicts that deservitization pivots negatively influence firm performance in the ferment phase; this effect, too, becomes negligible in the transition phase but positive in the mature phase. Moreover, the proposed framework predicts that deservitization pivoting outperforms servitization pivoting in mature servitized industries to the extent that such pivots are restorative in nature, thereby suggesting that deservitization may represent a strategic opportunity for firms in mature industries. Originality/value This study highlights the role of history-based management theories in enhancing our understanding of servitization and deservitization.