abstract
- Manufacturing companies undergo a transformative journey in digital servitization, necessitating strategic, tactical, and operational shifts. The existing literature outlines the best practices on this process and examines challenges and opportunities through qualitative empirical evidence. We enrich the investigation through a quantitative explanatory research approach, employing a survey targeting manufacturing companies from multiple countries. Analyzing the responses using cluster analysis, we found three business typologies with specific behaviors related to digital servitization: digital experimentalists, strategic pioneers, and digital servitization novices. This research contributes valuable insights into the varied behaviors adopted by manufacturing firms in navigating the digital servitization landscape. © (2025), (University of Novi Sad). All rights reserved.