Servitization for Strategic Co-creation and Business Sustainability
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Abstract
This study explores servitization as a strategy for companies to add value to their products through complementary
services, within the context of digital transformation and the post-globalized economy. This approach
is particularly relevant for micro, small, and medium-sized enterprises (MSMEs) and rural production units, which
face barriers in logistics, market access, and international trade, thereby limiting their ability to adopt servitization.
The objective of the study is to propose a model based on emerging technologies that enables these limitations to
be overcome and improves business sustainability. A mixed-methods approach was employed, combining digital
surveys, semi-structured interviews with rural producers and entrepreneurs, and data analysis using MAXQDA
Pro. The results were visualized using the Power BI tool, identifying key categories and evaluating the Business
Sustainability Indicator, aligned with the Sustainable Development Goals. Servitization is a competitive strategy in
international markets that enables value addition through services. However, digital divides were identified, along
with a need for comprehensive training in the use of emerging technologies and communication strategies. The
study concludes with a scalable and replicable model that fosters business competitiveness and resilience in an
evolving economic environment.
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