Productization as the reverse side of the servitization strategy

The main aim of this paper is to report the state-of-the-art in productisation research together with its relationship with the servitisation concept. In order to do so, the systematic literature review method has been used to collect the relevant journal publications related to productisation. The 35 identified articles have been analysed through both descriptive and mixed thematic analyses. The findings provided a detailed definition of the productisation strategy and an understanding of what kind of relationship exists between productisation and servitisation strategies. Moreover, the results of the study contribute to both the scholarly and practitioner debates, on the manufacturing and service industries. Referring specifically to this last point, the paper advocates a merging of manufacturing and service companies in order to co-create a solution offering. This study represents the first attempt to explicitly combine productisation and servitisation strategies into a convergence model, aspiring to move forward the body of knowledge on both.