Research Aim This research aims to uncover the factors that contribute to the success, or otherwise, of the implementation of a new digital servitization strategy. Objective(s) and Theoretical...

Research Aim
This research aims to uncover the factors that contribute to the success, or otherwise, of the implementation of a new digital servitization strategy.


Objective(s) and Theoretical Contribution
The objective of this research is, through a single or multiple case study approach, to ascertain the factors that influence the successful implementation of a new digital servitization strategy.  Hence, the research would isolate the factors that lead to the success or downfall of the implementation of a major strategic initiative (namely, a new digital servitization strategy).


The significant majority of strategic management research has focused on the formulation of strategy, and neglected the implementation of strategy.  Hence we are not yet able to answer the question ‘what are the factors that contribute to the successful implementation of a new strategy’?


Such factors are likely to pertain to the characteristics of the organization (e.g. it’s level of resources, culture etc), the top management team and middle management tasked with implementing the new digital servitization strategy (e.g. their level of experience, their level of commitment), the external environment (e.g. the level and pace of change), and the characteristics of the strategy (e.g. its magnitude of impact, its inherent uncertainty, the extent to which there is time pressure).