UMA ANÁLISE DE PERSPECTIVAS ORGANIZACIONAIS NA SERVITIZAÇÃO DIGITAL DA MANUFATURA

Resumo (EN)

The advancement of digitalization in recent decades and the growing adoption of digital servitization have transformed how manufacturing industries operate, generate value, and interact with their customers. This transformation calls for an in-depth examination of the impacts of these innovations, particularly from an organizational perspective. This dissertation is justified by the opportunity to understand how digitalization and servitization, when applied in an integrated manner, affect (i) Sociotechnical Systems, (ii) Organizational Strategy and Capability, (iii) Human Resource Management and Individual Competencies, (iv) Organizational Culture and Leadership, and (v) Work Organization and Human-Machine Cooperation in a global context of competitiveness and increasing demand for sustainability.
The study explores three central pillars: the adoption of digital technologies (IoT, Big Data, and AI) in the manufacturing sector, the transition to digital servitization—which integrates products and services—and the impact of these changes on several organizational perspectives discussed in the literature on digital servitization in manufacturing. The research presents its findings through three articles. The first discusses the implementation of digital tools, revealing how they optimize production and personalize services. The second article examines the organizational competencies needed to address technological and social transformations, highlighting human-machine interaction as a central element. Here, the research adopts a sociotechnical perspective to analyze how technological systems impact strategies, organizational capabilities, and the development of individual competencies. Leadership and organizational culture are addressed as catalysts for innovation and engagement, while work organization focuses on efficient cooperation between people and automated systems.
The third article explores the transformation of business models within the context of digital servitization, highlighting how NESPRESSO®’s reverse logistics exemplifies the integration of sustainability and innovation. This approach reflects the adoption of digital solutions to optimize processes, strengthen customer relationships, and create added value by aligning environmental practices with technological strategies. The findings suggest that integrating digitalization and servitization may require organizational changes across multiple perspectives. Furthermore, the integration of these operational strategies can support the promotion of sustainability practices.
This work concludes that the transition to digital servitization depends not only on implementing new technologies but also on organizational readiness to develop and adapt to this new landscape.