Servitisation and performance in the business-to-business context: the moderating role of Industry 4.0 technologies

Purpose This article aims to contribute to the digital servitisation literature by investigating the interrelations amongst Industry 4.0 technologies, servitisation and the performance of manufacturing small and medium-sized enterprises (SMEs). Design/methodology/approach The research uses survey data drawn from 200 manufacturing SMEs operating in the metals and machinery sector in Italy. Findings The study shows that Industry 4.0 technologies - Internet of Things (IoT), advanced simulation, cloud computing and Big Data Analytics (BDA) - positively moderate the relationship between servitisation and the performance of SMEs. Research limitations/implications The study supports the need for firm managers of manufacturing SMEs to align servitisation and technological investments, suggesting that the synergic deployment of Industry 4.0 technologies supports servitisation performance. Practical implications The study supports the need for firm managers operating in business-to-business contexts to align their technological investments and servitisation strategies, suggesting that the synergic deployment of these Industry 4.0 technologies empower the effectiveness of servitisation strategies in terms of performance achieved. Originality/value The study highlights the moderating role played by specific Industry 4.0 technologies in the servitisation-performance relationship, opening avenues for future research exploring the mechanisms that underpin this complex relationship.