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.

This work is licensed under a Creative Commons Attribution 4.0 License.