Navigating paradoxes: the influence of advanced servitisation on learning, organising, and performing in manufacturing firms

The following research introduces a model designed to strategically mitigate paradoxical tensions prevalent in manufacturing firms. This model, anchored on knowledge transfer, customer orientation, and market orientation, identifies these elements as critical resolution strategies. It employs servitisation - a shift from product-focused operations towards integrated product-service solutions - as a moderating variable. This transformational strategy empowers firms with advanced servitisation to proficiently manage inherent paradoxes, creating mutual value for both the organisation and its customers. Employing generalised structural equation modelling (GSEM) for validation, the research underscores a correlation between the advanced degree of servitisation implementation and its subsequent impact on paradoxes management within firms. The study offers a fresh perspective on organisational paradoxes by endorsing an approach that accommodates multiple demands concurrently, rather than favouring a singular force, thereby averting additional conflicts. In essence, this research makes a considerable contribution to servitisation studies, arming manufacturing firms with a strategic avenue to enhance their operational efficiency and strategic effectiveness.