AN EXPLORATIVE INVESTIGATION ON THE ROLE OF ECOSYSTEM RELATIONSHIPS IN MEDIUM-SIZED MANUFACTURERS DIGITAL SERVITIZATION

Purpose: IoT technologies (IoT, Cloud, Data analysis, Big data) have an increasing role for service-led growth, and in particular for enabling BtoB advanced solutions. This paper analyses interfirm relations taking place in digital servitization (DS). Design/Methodology/Approach: The study draws on qualitative empirical research regarding medium- to medium-large sized Italian firms driven Digital Servitization projects. Seven DS projects focalized around medium-large BtoB manufacturers are considered in the analysis. Findings: Empirical data shows that inter-organizational relationships play a critical importance for the survival and success of DS projects, highlighting different ideal-typic relational settings with different relational structures, challenges and strategic evolutions. Originality/Value: The paper makes theoretical and managerial relevant contributions in the field of inter-organizational solutions adopted in DS by medium manufacturers. A strategic map helping managers to navigate digital servitization projects in relation to internal and external contributions and alignment strategies is provided.