Managing sustainability through digital servitization: a mixed method approach

Purpose Organizations are making efforts to prioritize sustainability with the help of innovative digital solutions. Still, there is a lack of understanding among companies on how to manage sustainability through digital servitization (DS). This study aims to address this challenge using a mixed-method approach. Design/methodology/approach Using survey-based research instruments, dynamic capabilities theory and technology service providers’ perspective, this study identifies enablers of DS that will support firms in managing sustainability. It then uses exploratory factor analysis, Total Interpretive Structural Modeling and MICMAC analysis to unveil the interrelationships among enablers. Finally, a case study of a focal firm has been used to validate the findings. Findings It is revealed that ecosystem, strategic agility and business model configurations are the most critical enablers with the potential to influence system performance such as ROI, customer satisfaction and sustainability. Originality/value While prior research studies on DS have predominantly focused on manufacturer-consumer perspective, this study emphasizes the perspective of technology service providers. This study also advances DS literature to manage sustainability by investigating the enablers and presenting a conceptual framework that shows these enablers do not occur in isolation but affect each other.