“…These combinations of products, services and software are often described as integrated solutions (Brady et al , 2005; Davies, 2004; Nordin and Kowalkowski, 2010; Windahl and Lakemond, 2010; Wise and Baumgartner, 1999), hybrid offerings (Ulaga and Reinartz, 2011), customer solutions (Tuli et al , 2007) or, simply, solutions (Nordin and Kowalkowski, 2010). This transformation from a product to a services dominant business model is often termed as servitization (Vandermerwe and Rada, 1988), servicization (Hsieh et al , 2012; Santamaría et al , 2012) or service infusion (Eggert et al , 2011; Kowalkowski et al , 2013b).…”