Servitization Decision-Making Framework for Thai Manufacturing Companies

Jasseda Lertsakthanakun, Natcha Thawesaengskulthai, Chaipong Pongpanich


The purpose of this paper is to develop a framework of relevant factors that a company can use to evaluate its
suitability for servitization. Semi-structured interviews were conducted with four Thai companies; literature
concerning dynamic capability was reviewed to determine the most relevant factors for pursuing servitization.
Four case studies were performed to generate a proposed framework. The Delphi method was subsequently
applied to verify the decision framework. Finally, a survey of 264 manufacturing companies in Thailand was
conducted. The servitization decision framework derived from this research is divided into two structures:
servitization concerns and servitization readiness. The servitization decision-making framework facilitates upper
management decision making.

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