Utilizing Data and Analytics to Advance Service – Towards Enabling Organizations to Successfully Ride the Next Wave of Servitization

For decades, servitization served as a strategy to gain a competitive advantage over competitors. However, due to its ubiquitous adoption, it is no longer a viable source for differentiation. In this context, data and analytics bear the potential to create new value and, thus, is believed to drive the nextfrontier of servitization. Yet, themajority of organizations failto create new innovative services utilizing data and analytics, while research on this topic is also still very limited. Based on a structured literature review, we derive the following contri-butions to this research field: First, we provide ageneral overview over the topic, linking single discussions to a larger discourse. Second, we contribute to the fun-damental understanding of the research field by pointing out the gaps in the ex-istingliterature. Third, we lay the foundation for future research by opening a research agenda to address the highlighted gaps.