Viewing Servitization Through a Practice-Theoretical Lens

Complex transitions, such as servitization, require in-depth investigation to understand the changes taking place during the transformation. Practice-theoretical perspective can provide an interesting lens to understand the details of the changes taking place. This study presents a specific lens, Schatzki’s practice theory, to understand servitization. This article views servitization through practice emergence, persistence, and dissolution; we zoom in and out to understand servitization practices and discuss servitization-as-practice.