Digital servitisation strategy: Approaches to development and implementation

Digital servitisation is the integration of two innovative approaches that contribute to modern companies’ competitive advantage creation: servitisation and digitalisation (digital transformation). The article reveals the essence of these approaches and describes various types of product-service systems (PSS), which are the foundation for forming a service strategy. A comparative analysis of approaches to the typology of servitisation strategies is carried out. The prerequisites and possibilities for the configuration approach in determining successful models of strategic behaviour are shown. The principles of developing a digital servitisation strategy are defined: equifinality, rational choice, relationality, ecosystem and strategic alignment. In accordance with the principle of strategic alignment, a generalised scheme for creating a servitisation strategy in a digital environment (digital servitisation strategy) is proposed, which is based on a coupled assessment and forecasting of current and target service levels and the company’s digital maturity. Key areas for assessing the level of a company’s servitisation have been highlighted. The possibilities of three types of service strategies for companies at different levels of digital maturity have been shown.