Product/service-systems (PSS) are in effect an approach to designing integrated products and services with a focus on both customer activities and product life cycle considerations. Literature offers a range of serviceoriented design strategies from product-oriented DfX approaches to more customer-oriented approaches such as integrated solutions and service design. These design strategies are mapped out in relation to how applicable they are to different types of services. Case studies from two industrial companies are used to confront the existing literature in order to begin to understand how manufacturing companies may align their business strategies with their product and service development activities.

PurposeIn order to respond to the industrial trend towards service design and delivery, research must address a vast area partially related to value creation, marketing and network theories. However, compared to the space to be explored, there is little insight available. Thus, the purpose of this paper, as a first step, is to propose a way to frame such research.Design/methodology/approachAn extensive literature review is performed of over 100 articles on product/service system (PSS) in general, service design, innovation, and business models in a broad view. Then, the analysis from the authors' viewpoint is carried out to give a frame.FindingsThe paper presents three crucial dimensions for service‐orientation research, i.e. an offer dimension representing products and services, a provider dimension, and a customer/user dimension. In addition, three research targets are proposed: PSS‐offer modelling, PSS development and PSS potential. Furthermore, several promising future research directions are identified. These include evaluating economic consequences or environmental benefits, establishing terminology, organizational issues, and developing methods and tools to support designers.Originality/valueThe paper presents a way of viewing research for service orientation, which contributes especially to further research in this area.

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