SERVITIZAÇÃO E TRANSFORMAÇÃO DIGITAL NO SEGMENTO DE MÁQUINAS AGRÍCOLAS: ESFORÇOS PARA CONSTRUÇÃO DE UM MARCO ANALÍTICO

Abstract

The article aims to structure an analytical framework on historical and evolutionary aspects of the transformation from Servitization to Digital Servitization in the agricultural machinery segment. The main theoretical contribution consists of an analytical framework that combines the technologies involved in the digital transformation processes for agriculture proposed by the OECD with the set of steps necessary for developing Digital Servitization strategies. Furthermore, some findings regarding the lack of theoretical predictability, lack of standardization of the unit of analysis and categorization of the nomenclature of Servitization levels, bring a critical analysis to the current debate on the topic; managerially, this study contributes to companies in the segment, as they can use it as a guideline for planning Servitization strategies capable of diversifying the supply of goods. Furthermore, technology companies can envision opportunities for customized solutions for the segment in question, in order to propose new solutions demanded by the market.