Scaling outcome-based business models: A maturity framework
通过对九家工业企业的29位高管访谈，识别出基于结果商业模式扩展的三个成熟度阶段，并揭示不同阶段下四种扩展逻辑的差异，为企业管理者提供与成熟度匹配的扩展策略指导。
Delivering outcome-based offerings has gained traction in many industries, but firms often struggle to scale them into a repeatable and profitable business. While prior research has explored the transition from selling products and services to selling customer outcomes, it does not unpack the key requirements and challenges for scaling at different stages of outcome-based business models (OBMs). To address this gap, we apply an abductive multiple case study approach and draw insights from 29 interviews with senior managers from nine industrial firms at different stages of scaling their OBMs. Our analysis identifies three maturity levels (early, intermediate, and advanced) that reflect progressively more structured approaches to OBMs, showing how four scaling logics (economies of scale, scope, learning, and structure) manifest differently across each level. The findings of this study contribute to the extant literature by illustrating how scaling challenges and opportunities vary across OBM maturity stages. For managers, it provides guidance on aligning scaling strategies with their firm's maturity level.