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Servitization describes a paradoxical and lengthy transformation process in the field of manufacturing, requiring manufacturers to move from competing on the basis of their products to competing on the basis of their services; yet the delivery of these services relies on the production of high-quality products. Such transformations may take several years, necessitating manufacturers to balance the competing demands of both the product and service businesses, as well as navigating their interdependency. In order to illuminate these competing demands, and understand their progression over the course of a manufacturer's servitization journey, the present study conceptualises a processual perspective on the paradoxes inherent in servitization. The conceptualisation of the processual perspective integrates a servitization stage model with established paradox theory to depict the paradoxical tensions that servitization …