What do we know about the servitization strategy? A bibliometric answer

As a shift towards the creation of holistic value and the addition of services to the offer of manufacturing companies, servitization represents a strategic orientation with significant effects on the firms' competitiveness.The growing interest in servitization in practice is accompanied by growing research interest as well.With an aim of identifying the scope and the productivity of the research activity as well as the intellectual structure of knowledge on servitization strategy as a relatively young but growing research field, a bibliometric analysis is conducted on a sample of 575 articles available in the WoS database.The results indicate that research interest in servitization as a strategy is growing from year to year, that it is dispersed among a large number of authors, journals and WoS categories (although still dominantly related to Business and Management), but relatively consolidated among a smaller number of countries, with a prominent dominance of developed European countries.As for the intellectual structure, it began to be formed with conceptualizations of the servitization phenomenon, and then developed by exploring barriers to strategy implementation, business model changes to be undertaken, impact on firm's performance and supply chain relationships, and, recently, relationship to digitalization.By capturing and analyzing a large volume of data, the study's bibliometric approach reveals the structure of performance and knowledge in the field of servitization strategy.Moreover, based on the obtained results, the study maps the research gaps and promising avenues of future research in the field, and it offers valuable insights for practitioners.