Organizational Culture & Customer Relationships in a Servitization Context

This thesis presents qualitative research on servitization within SMEs. We have investigated the relationship between Organizational Culture and the degree of Servitization. We also investigated the relationship between Customer Relationships and the degree of Servitization. A literature study revealed that an adhocracy culture seems to be the best suitable culture for companies that servitize. Literature also shows that intimate Customer Relationships are needed to achieve a high level of servitization. The results of interviews in eighteen SMEs provide support for these theories.