Microfoundations of Servitization: An Individual-Level Perspective

When discussing servitization, the human dimension is often forgotten. Recently, the microfoundations movement is gaining traction in strategy and organization theory. Uncovering the microfoundations of servitization—that is, the influence of individual-level factors on firm-level service decisions, actions and outcomes—may further explain the heterogeneity among firms and their varying degrees of success. It also supports practitioners by unveiling the complex interactions between individual and firm-level components. In this chapter, we consult and summarize prior research about the relationship between servitization and people’s cognitions, motivations, abilities, traits, and behavior. Based on the current literature, we present a conceptual framework as inspiration for future microfoundational research.