Business Model Revolution: Unleashing Innovation Through Digitalisation, Servitisation and Collaborative Research in Industrial Companies

Companies are putting more emphasis on the customer experience, associating services with their physical products with the help of emerging technologies. At the same time, several actors participating in research and innovation projects, such as universities, research institutes, and service providers, are involved in the value co-creation process. Thus, this study describes how digitalisation and servitisation in the context of participation in research and innovation projects contributed to innovation in industrial companies’ business model (BM). Qualitative exploratory research took place, collecting data through interviews with twelve key actors in industrial companies. The interviewees were professionals in management and R&D areas and founders from nine European countries who participated in six research and innovation European projects. The exchange of knowledge and experiences between the different actors of the innovation ecosystem influences this. From a practical point of view, research provides managers of industrial companies with the best practices and describes the main changes observed in the BM Canvas. This study also contributes to categorising companies in terms of their service maturity by associating factors other than servitisation, such as digitalisation and the actors of the research and innovation projects.