Purpose – The purpose of this paper is to explore the patterns of service strategy changes in manufacturing firms and indicates how each pattern is interrelated with modifications in organizational design elements. Design/methodology/approach – The paper draws on a longitudinal study using a...

Purpose – The paper aims to explore how dynamic capabilities of sensing, seizing and reconfiguring shape the way in which service business is developed in a broad range of capital goods industries. Design/methodology/approach – The paper takes an interpretative multiple‐case study...