Enacting Dominant Logic Transformation in Digital Servitization

In recent years, manufacturing firms have increasingly leveraged digitalization to transform their organizational processes, products, and even move towards servitization. However, when manufacturers apply traditional manufacturing logic to digital services, it hinders their ability to effectively address customer issues and provide suitable digital solutions. Given the paradigm shift required for digital servitization, this study aims to explore the transition in dominant logic associated with the adoption of digital services. To fill this gap, this study selects Everising Machine Co., the world's third-largest bandsaw manufacturer, as the research case. This research elucidates how organizations can strategically transition from a product-centric to a service-dominant logic in digital servitization. This study highlights the importance of recognizing internal and external resources and capabilities, thus driving domain logic transformation in digital servitization.