The role of servitization for small firms: drivers versus barriers

The purpose of this study was to explore the servitization approachin order to understand the development of this trend among small Italiancompanies. In doing so, this study adopted a qualitative method and data werecollected via in-depth interviews with managers of firms belonging to thefootwear industry – an important sector for the Italian economy. Data analysiswas realised through NVivo software, thereby providing a first understandingof the drivers that lead these companies to become ‘servitized’, as well as themain obstacles they face when considering providing services beyond their coreoffering. This study suggests important implications both for managers andmarketing scholars. For academics, it extends the existing knowledge of thefactors that influence this organisational and managerial change, and enrichesthe body of knowledge of the main drivers of and barriers to servitization. Forpractitioners, it helps in the understanding of the main advantages and potentialobstacles to developing a servitization process.