The Role of Strategic and Learning Orientation in Creating Competitive Advantage Through Digital Service Innovation

Digital service innovation (DSI) plays a critical role for servitizing manufacturers to remain competitive in the digital era. This study proposes a novel framework that synthesizes recent advances in DSI, strategic orientations, and organizational learning. The framework identifies four cultural antecedents necessary for successful DSI: digital, service, innovation, and learning orientation. Emphasis is placed on a strong learning orientation as a dynamic capability to translate strategic digital, service, and innovation orientation into learning and innovation processes to create competitive advantage through DSI. The conceptual study encapsulates these dynamics in four empirically testable propositions and outlines approaches for multi-method testing to inform future research.