SERVICE-ORIENTED BUSINESS MODELS IN MANUFACTURING IN THE DIGITAL ERA: TOWARD A NEW TAXONOMY

A stream of servitisation research has focused on the construction of taxonomies and typologies of product-service system business models (BMs). However, their relevance in the context of increased utilisation of digital technologies may be questioned. Thus, the purpose of this paper is to empirically revisit the existing product-service system BM taxonomies to explore the following research question: How can the BMs of servitised manufacturing firms be categorised in the digital era? The question is addressed through an embedded case study of five servitised firms. We found that the firms' BMs varied with regard to the degree of the suppliers' ownership of delivered products, degree of smartness of the services provided and degree of performance orientation of contracts. Based on these findings, we derived a new product-service system BM taxonomy with eight categories, presented in a 2 x 2 x 2 matrix, that significantly extends earlier taxonomies.