In this article, the authors extend the current literature on servitization by taking a configurational perspective, aiming to understand the interplay between the drivers (conditions) that lead to certain equifinal outcomes of servitization. By taking stock of the servitization literature using the contingency theory of strategy as a foundational theory and the strategy–structure–environment approach as a primary framework to systematically review and analyze the identified configurational servitization studies, the authors identify commonalities and gaps in the literature and set directions for future research.

Purpose: This study aims to develop a systematic method called servitization maturity model to support companies in developing distinctive capabilities for successful servitization.Design/methodology/approach: The concept of maturity models is adopted to support companies in developing distinctive capabilities for servitization. A systematic literature review and case study approach are employed to develop the maturity model.Findings: The findings highlight 46 capabilities classified into seven categories: strategy and leadership, performance, offerings, customers, organization, network and digital technology. Furthermore, the evolutionary path is defined by combining two types of levels, i.e. capability and maturity levels, to develop these capabilities.Research limitations/implications: The evolutionary path was partially validated through the application, while further investigation is required to validate the evolutionary path. Therefore, future research should investigate the further validation of the evolutionary path by conducting multiple case studies.Practical implications: The proposed maturity model enables companies to not only capture the bigger picture of the required capabilities without oversight, but also determine a process for improving the requisite capabilities with feasible efforts.Originality/value: Existing maturity models focused on the transition from less to more advanced services. However, recent studies emphasized that companies need to determine strategies that reflect their capabilities rather than simply move toward more advanced services. Based on this assumption, this study provides successive stages that enable companies to improve their capabilities through feasible efforts.