Visioning to support early-stage sustainable servitization

Schroeder, Andreas and Dmitrijeva, Jekaterina and Matschewsky, Johannes and Sakao, Tomohiko and Lindahl, Mattias (2026) Visioning to support early-stage sustainable servitization. IEEE Engineering Management Review. ISSN 0360-8581

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Abstract

Servitization - the process by which manufacturers integrate services into their product offerings - presents significant opportunities to advance sustainability objectives for both producers and customers. However, the early-stage visioning process, during which initial ideas for future service offerings are developed, still remains underexplored. This gap is critical, as an unclear early vision can undermine the servitization efforts and limit their sustainability impact. This paper presents the case of a multinational machine manufacturer developing a sustainability-oriented servitization strategy to explore the central question: How can early-stage visioning for sustainability-driven servitization be practically facilitated? Employing a single case study methodology, the research follows a four-step process grounded in sensemaking theory to examine how manufacturers can identify and shape environmentally focused service offerings. The four steps include:(1)opportunity mapping, which identifies potential service-based sustainability initiatives; (2) value proposition design, where these opportunities are transformed into a coherent service vision;(3) an outside-in perspective, incorporating insights from peer manufacturers to build ambition and confidence; and (4) force-field analysis, used to translate the emerging vision into an actionable implementation plan.Data were collected through interviews and workshop observations and examined using a thematic analysis process. Our findings highlight key challenges manufacturers face during early-stage visioning, including limited customer insights, a lack of shared vocabulary, and uncertainty about market viability. We also show how targeted interventions can overcome these challenges, thereby advancing opportunities for driving sustainable innovation.The findings contribute to servitization theory by examining early-stage visioning, particularly in the context of sustainability. They also extend the application of sensemaking theory, not just as a lens for interpretation but as a structured guide for research and action. The study further demonstrates how targeted interventions can help overcome common barriers, facilitating sustainable innovation through servitization.