Exploring servitization practices in the European Automotive industry: Cross-country case study between France and Sweden - A multiple case study

Abstract: This thesis contributes to the existing literature on servitization through a qualitative cross-country case study investigating the phenomenon in the automotive industry, focusing on the experiences of firms in France and Sweden. The current conceptualisation of servitization is limited in its ability to fully capture the complexity of the phenomena observed. This thesis emphasises the importance of population density and geography as salient factors for service-dominant businesses. The drivers and barriers for servitization encompass a complex interplay of internal and external factors, which pose challenges in establishing a singular model. Two dynamics coexist, with new companies adopting the service-dominant logic and embracing mobility as a service, while traditional manufacturers overcome their inflexibility with a progressive approach. Nevertheless, all manufacturers in the study engaged in some degree of servitization, albeit not reaching full potential. Lastly, the analysis underscores the substantial influence of the external environment on the success of a servitized business model. The interplay between industry phase, institutions, global environment, culture, technology, market demands, and customer expectations shaped the manufacturers' strategies and outcomes.