“…Because, adapting the servitisation and its implementation within a typical typical business firm is a difficult task. To adapt an effective servitisation strategy, organisational philosophy change and improving the performance capability (Reinartz and Wolfgang, 2008) by managing the interaction of business, people expertise supporting cultural shifts in the organisational blueprint, technology and system integration competencies are required (Daim et al, 2009;Wise and Baumgartner, 2000;Oliva and Kallenberg, 2003;Weeks, 2010). Servitisation is more than only adding services to products or product-based innovation, it's about viewing the company as a service provider (Baines, 2013) including in terms of what is offered to the customer, but also in how products and services are designed, produced, delivered, and marketed (Bititci et al, 2003;Martinez, et al, 2010).…”