Avoiding the commoditisation trap: the role of digitalization in capturing value from product and customer support services

Research seminar

This event is part of IN4ACT Webinar Series for researchers, organized by ERA Chair project Industry 4.0 impact on management practices and economics (IN4ACT). Presenter: Dr. Mantas Vilkas, IN4ACT Researcher.

📆 Date: Thursday, March 17th, 2022

⏰ Time: 1 pm.

📺 Location: Online, hosted on Zoom. Event access information will be provided all registered attendees 24 hours, and 1 hour, prior to the event start.



Mantas Vilkas KTUMantas Vilkas is a Researcher at ERA Chair team, IN4ACT and a member of Digitalization Research Group at School of Economics and Business at Kaunas University of Technology, Lithuania. He hold a Ph.D. in Business and Administration from the Kaunas University of Technology. Mantas has a long experience in research, fundraising, and lecturing. He was a visiting scholar in University of Girona (Spain) and Aalto University (Finland). His current research and teaching focus on the complementarity of operational excellence methods, digital technologies, and data analytics. He is a representative of Lithuania in European manufacturing survey, a network of EU universities, collecting comprehensive data on the diffusion of organizational and technological innovations across Europe.


Commoditisation refers to a situation when innovative products become commodities bought on the basis of price and nothing else. The webinar will address one of the possible ways to avoid the commoditisation trap – shifting to service-oriented business models or at least complementing products with value-increasing services.

Think of Microsoft, which now provides Windows as a subscription service instead of selling the operating system to the customer. The service-oriented business models include access, use, or outcome-focused approaches to capturing value. If not possible, companies at least infuse products with value-increasing services differentiating their products from competitors.

In the webinar, Dr. Mantas Vilkas will provide empirical insights on the prevalence of the service-oriented business models and various services in Lithuania and Central and Eastern Europe.

Second, the presenter will characterise Service-oriented companies in relation to Lean and Agile companies.

Further, the role of digitalisation in innovating services will be adressed.

Finally, Dr. M. Vilkas will reconsider the servitisation paradox in the context of Central and Eastern Europe, providing empirical evidence on whether product and customer support services contribute to financial performance.


This event is part of a IN4ACT Webinar Series, organized by ERA Chair project “Industry 4.0 impact on management practices and economics” (IN4ACT). Find out more about upcoming webinars HERE.

The events will be hosted on Zoom.

For inquires about this event, please contact: in4act@ktu.lt


The Seminar is financed by IN4ACT project (Europe Commission).

March 17 d. 13:00


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