In recent years, interest has grown in servitization strategies as business models for selling combined packages of goods and services to create competitive advantage to provide great customer value. Various studies have examined the benefits servitization offers to both businesses and their customers; however, there is very little research on the moderating role played by the digital enablers of Industry 4.0 on servitization. It is this research gap that the present study aims to fill. Using a framework developed from the extant literature, case studies, with an exploratory objective, were conducted to the aim of identifying and analyzing the challenges and opportunities that could be presented in those companies that decide to develop digital servitization. To achieve it, this study focuses on a deep analysis of the experience in five manufacturing companies, and, from that, we draw significant conclusions (both for further research and for business practice) about the strategy of servitization and the moderating role of Industry 4.0 on business competitiveness. We first carried out detailed interviews with key personnel from companies, complementing that with additional information from various sources before analyzing the results to identify emerging topics. The qualitative study allowed us to highlight how the different kinds of digital technologies supported servitization and product innovation. In addition, it provides empirical evidence about the different servitization strategies and Industry 4.0 digital enablers, which, in combination, allows companies achieving increased competitiveness, generate greater returns, find new customers, access new markets, and develop new business ideas.

近年来，人们对服务化战略越来越感兴趣，将其作为销售商品和服务组合包的商业模式，以创造竞争优势，从而提供巨大的客户价值。各种研究已经检验了服务化为企业及其客户提供的好处；然而，关于工业 4.0 的数字化推动者对服务化的调节作用的研究很少。本研究旨在填补这一研究空白。使用根据现有文献开发的框架，以探索性目标进行案例研究，以识别和分析那些决定发展数字服务化的公司可能面临的挑战和机遇。为了实现它，本研究重点深入分析了五家制造公司的经验，并从中得出了关于服务化战略和工业 4.0 对企业竞争力的调节作用的重要结论（用于进一步研究和商业实践）。我们首先对公司的主要人员进行了详细采访，并在分析结果以确定新出现的主题之前补充了来自各种来源的额外信息。定性研究使我们能够强调不同种类的数字技术如何支持服务化和产品创新。此外，它还提供了关于不同服务化战略和工业 4.0 数字推动因素的实证证据，这些因素结合起来可以使公司提高竞争力，