Servitization is the academic concept and research field investigating the strategic and organizational transformation of manufacturing firms from a product-centric to a service-centric business model. This transformation explores the integration of services into core offerings, often along a continuum, to enhance value propositions, generate new revenue streams, and secure sustained competitive advantage. Research in this area examines the drivers, processes, challenges (such as required investments, cultural shifts, and customer education), and outcomes of this strategic shift.