Risk management in platform-based servitization: A socio-technical study of service provisioning in B2B platforms

Manufacturers are increasingly adopting B2B platforms to support their servitization initiatives. However, the transition to a platform-based servitization introduces distinct risks for ecosystem actors, particularly in the context of service provisioning. This study examines these risks and explores corresponding mitigation strategies through a socio-technical systems theoretical lens. To achieve this, we conducted case studies of two B2B platform ecosystems within Brazil's agricultural machinery industry. Data were collected from 27 in-depth interviews with various ecosystem actors, including original equipment manufacturers, technology providers, service intermediaries, and customers. The findings reveal three main categories of risk in service provisioning: platform data integration risks (such as information overload and cross-platform interoperability), platform interaction risks (such as external dependency, actor engagement, and strategic imitation), and platform output risks (such as service inconsistencies). The study also proposes both ex-ante and ex-post strategies to manage these risks. These insights offer valuable theoretical and managerial contributions to help servitization scholars and practitioners diagnose and mitigate the risks that may arise when adopting B2B platforms for service provisioning.