Value in servitization: from customer value to multi-stakeholder value

Servitization is a topic that has a growing importance in contemporary business. Manufacturers increasingly compete through offering new services in addition to their products. Creating and capturing value is essential in servitization as it drives buying decisions. To successfully offer a new service, its value must be assessed. This study aims to investigate value of a new service offering within a multi-stakeholder setting. By examining scientific articles and conducting exploratory research in the form of a case study will provide a better understanding on how stakeholders asses the value of a new service proposition. This research displays the role and interdependencies of the stakeholders together with a cost-benefit analysis conducted on the service. Conclusions will draw upon the consideration and importance of those stakeholders and the implications it has for the manufacturer firm. Therefore, this paper contributes to the value and servitization literature.