Vaittinen, Eija; Martinsuo, Miia; Ortt, Roland - In: Journal of Service Theory and Practice 28 (2018) 1, pp. 52-78
Purpose: For successful servitization, manufacturing firms must understand how their customers adopt new services. The purpose of this paper is to explore customers’ readiness for a manufacturer’s new services to complement its goods. The goal is to increase knowledge of the aspects that...