Innovation and competitiveness in the industry 4.0 era: the SYNCHRO framework for digital servitization

Purpose This study aims to develop a theoretical and practical framework to guide manufacturing companies in their transition towards digital servitization (DS), identifying relevant elements in implementing a digital servitization (DS) strategy. Design/methodology/approach We use a mixed-methods approach combining qualitative interviews and quantitative surveys. Data were collected from 98 manufacturing companies in Spain to understand their DS strategies and outcomes. Findings The SYNCHRO framework, encompassing seven components: Stakeholder environment, Yield through co-creation, New capabilities, Connectivity through Industry 4.0, Handling challenges, Restructuring internally and Organizational adaptation, is presented. The results indicate that companies can advance towards DS autonomously, without necessarily relying on co-creation with customers. However, the implementation of Industry 4.0 technologies and internal adaptation are critical for success. Research limitations/implications Future research should expand the sample size and explore the implementation of the SYNCHRO framework in different industrial and geographical contexts to validate its effectiveness. Practical implications The framework provides a structured approach for companies to integrate digital technologies and reconfigure their business models, ensuring improved competitiveness and adaptability in the Industry 4.0 landscape. Social implications By promoting sustainable business practices and enhancing competitiveness, the SYNCHRO framework can contribute to economic growth and stability within manufacturing sectors. Originality/value The SYNCHRO framework offers a comprehensive guide for DS, highlighting the importance of internal innovation and organizational flexibility. This framework contributes to the existing literature and provides a tool for companies to enhance business competitiveness and sustainability.