Using gamification to transform the adoption of servitization

Victor Guang Shi, Tim Baines, James Baldwin, Keith Ridgway, Panagiotis Petridis, Ali Ziaee Bigdeli, Victoria Uren, Daniel Andrews

Research output: Contribution to journalArticlepeer-review

53 Citations (Scopus)
50 Downloads (Pure)


Increasingly, manufacturing organizations compete by developing product-service systems rather than offering products alone. To transform themselves into providers of advanced services, however, product-centric manufacturing firms need to overcome a range of barriers. While previous studies have highlighted the teaching/learning potential of ‘gamification’ (the use of ideas and techniques found in game-playing), the opportunities to harness this approach to help tackle such barriers have yet to be fully realized. Our study extends the debate by integrating established frameworks relating to emotional mechanics of gamification with the adoption of advanced services, arguing that such mechanics can facilitate and strengthen companies' transformation into advanced-service providers. Based on a systematic analysis of nearly 90 selected publications, we develop six conceptual propositions to explore how gamification can aid the transformation process. Our findings will help both practitioners and researchers apply emotional mechanics of gamification when seeking to address different hurdles hindering the development and provision of advanced services.

Original languageEnglish
Pages (from-to)82-91
Number of pages10
JournalIndustrial Marketing Management
Early online date15 Jan 2017
Publication statusPublished - 31 May 2017


  • advanced-service transformation
  • emotional mechanics
  • gamification
  • servitization


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