The article defines the concept of “servitization”, identifies its features, and outlines the antecedents and consequences of servitization for the company. The analysis of academic literature on the concept of servitization was used as a research method. The author presents two approaches to the definition of the concept of “servitization”: the transformation process and the innovation of the business model. The former reflects the need for significant changes, while the latter draws attention to the change in the logic of creating, transferring and receiving value. The proposed definition of the concept of “servitization” adopts the “transformation process” approach, focuses on the formation of a solution and the orientation of a solution to achieve a result. The study highlights the features of servitization: the combination of goods and services, service orientation, focus on meeting customer needs, creating competitive advantages, commitment to the results, establishing relationships with customers, sharing knowledge, increasing the value of the offer and its differentiation, enhancing the productivity of a company. Servitization antecedents groups include improving competition, technological change, the development of international trade and changing consumer trends, while consequences groups include providing a strategic advantage, improving financial condition, increasing organizational efficiency, and developing customer relationships.

The coronavirus pandemic and the rapid development of digital technologies are creating many opportunities to form a complete value proposition. The purpose of this study is to identify the components and strategies for creating an ecosystem value proposition based on selling solutions in the post-coronavirus digital economy. The methodology comprises three steps. First, a meta-analysis of academic and consulting literature on a value proposition was used to form the components of a value proposition. Then, a literature analysis on a value proposition, selling solutions and ecosystems was used to determine the components and strategies for creating an ecosystem value proposition based on selling solutions. Finally, the proposed components and strategies were considered taking into account the opportunities of the post-coronavirus digital economy. As a result of the study, the components of a value proposition are classified on the basis of organizational, relational, client approaches and according to the degree of universality. Four groups of the components of an ecosystem value proposition based on selling solutions are formed, and three strategies for its formation are proposed. The components and strategies are considered in the post-coronavirus digital economy. The findings will help researchers build new value proposition models and practitioners create a competitive value proposition, improve organizational performance and customer satisfaction in the post-coronavirus digital economy.

Accelerating digitalization of the economy and changing pandemic-driven consumer trends provide companies with opportunities for a complete customer satisfaction by using solutions. This work aims to consider the formation of a solution as the basis for the servitization of a company. The analysis of academic and consulting literature on solution and servitization concepts was used as a research method. The paper proposes an approach to define the concept of solution as an offer. Two types of sales using solutions have been determined: solution selling and outcome selling. The definition of an outcome-oriented solution is provided. Based on this definition and the key features of a solution, a solution creation model is formed which includes the following components: the key elements and characteristics, the nature of the problem, joint value creation, and outcome orientation. The paper develops a model of the servitization process and compares the categories of goods, services, and solutions taking into account the development of the concept of ecosystems. Researchers can use the findings to build solution models and develop the outcome component of a solution. Practitioners can use the results to make the company transition from selling goods to selling solutions.

The development of digital technologies and the ongoing coronavirus pandemic contribute to expanding the company's opportunities to provide a complete value proposition to the client. The purpose of this article is to determine groups of components of the value proposition based on selling solutions in the ecosystem and identify strategies that allow creating such a value proposition in the digital economy. The research method is based on the analysis of academic and consulting literature. As a result of the research, groups of components of the value proposition based on selling solutions in the ecosystem were formed, and strategies for the formation of the value proposition were identified. These results will help researchers build new models of the value proposition, and entrepreneurs form value propositions that fully satisfy customer needs.