Using gamification to transform the adoption of servitization

Shi, Victor Guang and Baines, Tim and Baldwin, James and Ridgway, Keith and Petridis, Panagiotis and Bigdeli, Ali Ziaee and Uren, Victoria and Andrews, Daniel (2017) Using gamification to transform the adoption of servitization. Industrial Marketing Management, 63. pp. 82-91. ISSN 0019-8501 (

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Increasingly, manufacturing organizations compete by developing product-service systems rather than offering products alone. To transform themselves into providers of advanced services, however, product-centric manufacturing firms need to overcome a range of barriers. While previous studies have highlighted the teaching/learning potential of ‘gamification’ (the use of ideas and techniques found in game-playing), the opportunities to harness this approach to help tackle such barriers have yet to be fully realized. Our study extends the debate by integrating established frameworks relating to emotional mechanics of gamification with the adoption of advanced services, arguing that such mechanics can facilitate and strengthen companies' transformation into advanced-service providers. Based on a systematic analysis of nearly 90 selected publications, we develop six conceptual propositions to explore how gamification can aid the transformation process. Our findings will help both practitioners and researchers apply emotional mechanics of gamification when seeking to address different hurdles hindering the development and provision of advanced services.